On the Influencing Factors and Improvement of University Students' Online Learning Satisfaction

To explore the influencing factors of university students' online learning satisfaction and improve the quality of online teaching, this study is based on customer satisfaction theory and introduces the platform image variable to construct a theoretical model of university students' online learning satisfaction. Using structural equation modeling, hypotheses were tested to identify the factors affecting online learning satisfaction. Data were then collected through questionnaires and analyzed. The results show that individual student characteristics significantly impact online learning satisfaction levels; perceived value and perceived quality significantly influence online learning satisfaction, with perceived value also playing a mediating role in the effect of perceived quality on learner satisfaction. Finally, based on the research findings, targeted optimization suggestions were proposed from three dimensions—students, platforms, and institutions—to enhance university students' online learning satisfaction and provide theoretical support and practical references for improving the online teaching system.