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Continuance Usage of Online-Merge-Offline (OMO) Educational Services: An Empirical Study

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HCI International 2022 - Late Breaking Papers. Interaction in New Media, Learning and Games (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13517))

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Abstract

OMO (Online Merge Offline), the combination of online and offline services, has attracted increasing attention in the education industry. This study aims to investigate the predictors of learners’ continuance participation in OMO learning. Based on Expectation-Confirmation Theory, IS Success Model and Satisfaction-Loyalty Theory, we develop a research model to explore how online teaching quality (online content quality, online service quality and system quality) and offline teaching quality (offline content quality and offline service quality) jointly affect students’ satisfaction and loyalty, and ultimately determine their continuance usage intention. 301 valid samples were collected via an online survey. SmartPLS 3 was used to verify the research model and hypotheses. Findings show that: (1) online content quality, online service quality, system quality, offline content quality and offline service quality positively affect satisfaction; (2) satisfaction positively influence loyalty and continuance intention; (3) continuance intention has positive impact on loyalty. Implications for theory and practice are discussed.

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Acknowledgment

This study was supported by the Fundamental Research Funds for the Central Universities No. NR2021003 awarded to the second author.

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Authors and Affiliations

  1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China

    JiuJiu Jiang, Lili Liu, Shanjiao Ren, Suting Yang, Peiping Zong & He Lai

Authors
  1. JiuJiu Jiang
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  2. Lili Liu
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  3. Shanjiao Ren
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  4. Suting Yang
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  5. Peiping Zong
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  6. He Lai
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Corresponding author

Correspondence to Lili Liu .

Editor information

Editors and Affiliations

  1. Computer and Information Sciences, Towson University, Towson, MD, USA

    Gabriele Meiselwitz

  2. San Jose State University, San Jose, CA, USA

    Abbas Moallem

  3. Department of Multimedia and Graphic Arts, Cyprus University of Technology, Limassol, Cyprus

    Panayiotis Zaphiris

  4. Cyprus University of Technology, Limassol, Cyprus

    Andri Ioannou

  5. Soar Technology, Inc., Orlando, FL, USA

    Robert A. Sottilare

  6. MMS, Fraunhofer FKIE, Wachtberg, Nordrhein-Westfalen, Germany

    Jessica Schwarz

  7. DePaul University, Chicago, IL, USA

    Xiaowen Fang

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Jiang, J., Liu, L., Ren, S., Yang, S., Zong, P., Lai, H. (2022). Continuance Usage of Online-Merge-Offline (OMO) Educational Services: An Empirical Study. In: Meiselwitz, G., et al. HCI International 2022 - Late Breaking Papers. Interaction in New Media, Learning and Games. HCII 2022. Lecture Notes in Computer Science, vol 13517. Springer, Cham. https://doi.org/10.1007/978-3-031-22131-6_24

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  • DOI: https://doi.org/10.1007/978-3-031-22131-6_24

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-22130-9

  • Online ISBN: 978-3-031-22131-6

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