Abstract
This study employed quantitative research methods to survey 400 customers in China who had used online psychological counseling. Subsequently, SmartPLS4.0 was used to conduct structural equation modeling to test the comprehensive relationship between variables. The research demonstrates the role of emotional experience, perceived usefulness, and ease of use in determining user intent. Conversely, there is a negative correlation with perceived cost. The findings suggest that cost plays a significant role in user decision-making when it comes to online psychological counseling. These results provide valuable insight into how users perceive such services and can guide their development.
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