The Empirical Study of Online English Learning Based on the Extension of Expectation-Confirmation Model

ABSTRACT
Online English Learning allows users to choose the time period for online study at their own time, and can choose the depth and breadth of the course according to individual needs. However, because online learning is more flexible in terms of time and space, researchers should have a deeper understanding of the relevant research factors that influence Online English Learning. This study uses the Expectation-Confirmation Model as the basis, plus the user’s habit, to form an integrated model to predict and understand the user’s influence on the continued use of Online English Learning. The results indicated that habit and confirmation has the positive influence on continuance intention towards online English learning service. And, perceived usefulness has the impact on continuance intention through habit. Finally, this study proposed the research findings managerial implications for practical online learning industries.

Keywords: Online English Learning; Expectation-Confirmation Model; Habit; Partial Least Square