Predicting User’s E-Learning Continuance Usage Willingness in China: An Extension of the Technology Continuance Theory

This study investigates the factors influencing users' continuance usage willingness (CUW) of E-Learning platforms in China, focusing on the role of satisfaction and attitude factors.The research employs an extended version of the Technology Continuance Theory (TCT) framework, incorporating new variables such as course trial, perceived cost, and trust.A web-based survey was conducted among 493 Chinese E-Learning users, and the data were analyzed using structural equation modeling (SEM) techniques.The findings reveal that satisfaction and attitude are significant predictors of CUW, while perceived cost and trust are significant antecedents of satisfaction.However, course trial does not have a significant influence on satisfaction.The study contributes to the literature by extending the TCT framework and providing insights into the key factors driving E-Learning continuance usage in China.The findings have important implications for E-Learning platform designers, marketers, and researchers, highlighting the need for strategies that enhance user satisfaction, trust, and positive attitudes toward E-Learning.However, the cross-sectional nature of the study and the use of a non-probability sampling technique limit the generalizability of the findings.Future research should employ longitudinal designs and more representative sampling methods to further validate the proposed model.