Abstract
Amid the COVID-19 pandemic and the widespread adoption of mobile devices, video-based online learning has emerged as a critical mode of education. However, empirical research on the determinants of online learning behavior and intention among video users remains scarce. To explore the factors influencing the continuous intention of users to engage in YouTube video-based online learning, the present study drew on the perceived value theory and the ECM perspective to construct a model. This study is a quantitative study in which 669 valid data were collected from online users of online learning and communication communities through online questionnaires distributed by non-probability sampling, and the constructed model was tested using SPSS 27.0 and AMOS 27.0. The results revealed that perceived value had a positive direct effect on continuous intention and an indirect effect through satisfaction on continuous intention. Therefore, to effectively and sustainably promote video-based online learning, measures should be taken to enhance users’ continuous intention and retention. Thereafter, suggestions for further research were proposed.
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