Design and Empirical Study of an Online Education Model Based on B2B2C, Focusing on the Perspective of Art Education

Abstract

Based on the customer behavior theory of the business-to-business-to-customer (B2B2C) platform, and in combination with the technology acceptance model and expectation confirmation model, this study proposes an online education model from the perspective of art education. The framework is based on the three decision-making processes of the customer, and includes the product owner, content owner, and customer area. This paper highlights the factors that influence customers in making decisions when art education institutions are product owners. Regression analysis was introduced to study the factors influencing the expectation confirmation, and the overall fitting testing and six hypotheses testing of 385 effective samples were performed using the structural equation model. The results show that the course design and after-service positively influenced the expectation confirmation, and the domain image positively influenced the continuance behavior. Negative emotions skipped the mediator (expectation confirmation) and directly exerted a significant negative impact on customers' willingness to continue system usage (continuance behavior). In addition, expectation confirmation positively influenced continuance behavior. The paths of detailed items comprising course design, after-service, and negative emotion were also analyzed and discussed. The findings contribute to the scope of information systems academically, and provide effective and theoretical support for the actual operation of art education institutions.