Abstract

The experience value of online education is a hot topic in both theoretical and practical circles, but research on its mechanism of action is limited. Therefore, this study systematically investigates the relationship between brand image, experience value, and continuance intention through a theoretical analysis of brand image, and discusses the boundary role of effective commitment in it. In this study, 475 users were used to conduct structural equation modeling analysis. The results of the study found that experience value had a positive and significant effect on user continuance intention under the significant influence of brand image, but affective commitment did not play a positive moderating role in the relationship between experience value and continuance intention. This study examines the mechanism of the antecedents and consequences of experience value, and provides a new direction for the construction of online education and the development of online education and marketing strategies.