| Title: | The Factors Influencing User Satisfaction with Online Education Payment Platforms: A Case Study of Himalaya Platform |
| Author: | Cui Boyu |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | Finance and Accounting |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.636-647) Proceedings PDF |
Abstract
With the widespread acceptance of online learning methods and strong support from national policies, the market size of online education has rapidly expanded. However, issues such as low repurchase rates and low user engagement have gradually emerged in the development of online education payment platforms. Users’ willingness to continuously pay for services significantly impacts these platforms. Therefore, this study focused on exploring the factors influencing user satisfaction with continued use of knowledge-based paid platforms.
The objectives of this study are: (1) To explore the key factors affecting user satisfaction with continuous use of online education payment. (2) To examine the influence of quality of information, system quality, and service quality of online education payment platforms on user satisfaction. This study used the “Himalaya” online education platform as a case and employed quantitative research methods. Data were collected through a questionnaire survey, yielding a total of 368 valid questionnaires.
The research results show that: (1) User satisfaction with online education payment platforms is influenced by the quality of information, system quality, and service quality of the platform; (2) Information quality, system quality, and service quality all significantly positively impact user satisfaction.
Understanding the factors affecting user satisfaction with continuous use of online education payment platforms is crucial for retaining the user base. This study provides feasible suggestions for knowledge-based paid platforms to enhance user engagement and repurchase rates.
Keywords: online education payment platforms, user satisfaction, continuous use
6617195415, Cui Boyu, Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Factors Influencing User Satisfaction with Online Education Payment Platforms: A Case Study of Himalaya Platform, นำเสนอในที่ประชุมวิชาการ (Conference), The 8th STIU International Conference: “TechVision Leadership: Fostering Social Sustainability”, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Finance and Accounting, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
