慕课平台用户黏性的驱动因素研究——沉浸体验视角
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摘要
持续参与度不高和高辍学率是当前慕课平台的主要问题,如何提升慕课平台用户黏性对慕课平台的发展至关重要。本文基于沉浸体验视角结合涉入度理论构建影响慕课平台用户黏性的研究模型,探索慕课平台用户黏性形成的内在机制。研究发现:用户沉浸体验正向影响慕课平台用户黏性;认知涉入度和情感涉入度对用户沉浸体验有正向影响作用;沉浸体验在涉入度与慕课平台黏性之间起中介作用。研究结果表明:提高慕课平台的用户认知涉入度和情感涉入度是提升平台用户黏性的关键,该措施能够促进用户沉浸体验的产生,进而提升平台的用户黏性。
Low persist participation rate and high drop out rate are the major concerns in MOOC platform. Promoting user's stickiness is essential to the development of MOOC platform. From the perspective of ?ow experience, this paper developed a research model to investigate the mechanism of promoting user's stickiness in MOOC platforms. The main ? ndings are: Flow experience gives a signi? cant effect on user's stickiness in MOOC platforms.Two dimensions of engagement, namely, cognitive engagement and emotional engagement, exert strong impact on ?ow experience. Flow experience mediates the impact of engagement on user's stickiness. The results showed that improving user's cognitive engagement and emotional engagement are the keys to promote user's stickiness in MOOC platforms. These countermeasures can help to create ?ow experience and thus promote the user's stickiness.
Low persist participation rate and high drop out rate are the major concerns in MOOC platform. Promoting user's stickiness is essential to the development of MOOC platform. From the perspective of ?ow experience, this paper developed a research model to investigate the mechanism of promoting user's stickiness in MOOC platforms. The main ? ndings are: Flow experience gives a signi? cant effect on user's stickiness in MOOC platforms.Two dimensions of engagement, namely, cognitive engagement and emotional engagement, exert strong impact on ?ow experience. Flow experience mediates the impact of engagement on user's stickiness. The results showed that improving user's cognitive engagement and emotional engagement are the keys to promote user's stickiness in MOOC platforms. These countermeasures can help to create ?ow experience and thus promote the user's stickiness.
引文
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[3]孔丽丽,马志强,易玉何,杨昊(2017).在线学习行为影响因素模型研究-基于行为科学理论的评述[J].开放学习研究,22(5):46-53.
[4]孙乃娟,李辉(2011).感知互动一定能产生顾客满意吗?-基于体验价值、消费者涉入度、任务类型作用机制的实证研究[J].经济管理,(12):107-118.
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[15]Esteban-Millata,I.,Martínez-López,F.J.,Luna,D.&Rodríguez-Ardura,I.(2014).The Concept of Flow in Online Consumer Behavior[M]//Handbook of Strategic e-Business Management.ITALY:Progress in IS:371-402.
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[20]Jennifer,A.F.,Phyllis,C.B.,&Alison,H.P.(2004).School Engagement:Potential of the Concept,State of the Evidence[J].Review of Educational Research Spring,74(1):59-109.
[21]Joo,Y.J.,Lim,K.Y.,&Kim,S.M.(2012).A Model for Predicting Lear ning Flow and Achievement in Cor porate e-Learning[J].Educational Technology&Society,15(1):313-325.
[22]Liao,L-F.(2006).A Flow Theor y Perspective on Learner Motivation and Behavior in Distance Education[J].Distance Education,27(1):45-62.
[23]Liaw,S-S.,Huang,H-M.,&Cheng,D.(2007).An activity-theoretical approach to investigate learners’factors toward e-learning systems.[J].Computers in Human Behavior,23(4):1906-1920.
[2 4]Lin,L.,Hu,J-H.,Sheng,O.R.L.,&Lee,J.(2010).Isstickiness profit able for electronic retailers?[J].Communications of the ACM,53(3):132-136.
[25]Liu,C.C.(2017).A model for exploring players f low experience in online games[J].Information Technology&People,30(1):139-162.
[26]Liu,S-H.,&Liao,H-L.(2005).Applying the Technology Acceptance Model and Flow Theory to Online E-Learning User s’Acce pt a nce Behav ior[J].Issues i n I n for mat ion Systems,4(2):175-181.
[27]London,B.,Downey,G.,&Maces,S.(2007).Psychological theories of educational engagement:A multimethod approach to studying individual engagement and institutional change[J].Vanderbilt Law Review,60:455-481.
[28]Lu,H.P.,&Lee,M-R.(2010).Demographic differences and the antecedents of blog stickiness[J].Online Information Review,4(1):21-38.
[29]Luo,N.,Zhang,M.L.,&Qi,D.(2017).Effects of different interactions on students’sense of community in e-learning environment[J].Computers&Education,(115):153-160.
[30]Murray,K.B.,&H?ubl,G.(2007).Explaining Cognitive Lock-In:The Role of Skill-Based Habits of Use in Consumer Choice[J].Journal of Consumer Research,34(1):77-88.
[31]Newman,N.F.,&Wehlageg,G.L.(1992).The significance and sources of student engagement[M]//Student engagement and achievement in American secondary schools.New York:Teachers College Press:11-39.
[32]Nova k,T.P.,Hof f m a n,D.L.,&Yu ng,Y.F.(20 0 0).Measuring the customer experience in online environments:a structural modeling approach[J].Marketing Science,19(1):22-42.
[33]Rettie,R.(2001).An exploration of fl ow during Internet use[J].Internet Research,11(2):103-113.
[34]Ska dberg y,X.,&K i m mel,J.R.(20 0 4).Visitor s’flow experience while browsing a Web site:its measurement,contributing factors and consequences[J].Computers in Human Behavior,20(3):403-422.
[35]Wang,M-T.,&Jacquelynne,S.E.(2012).Adolescent Behavioral,Emotional,and Cognitive Engagement Trajectories in School and Their Differential Relations to Educational Success[J].Journal of Research on Adolescence,22(1):31-39.
[36]Zaichkowsky,J.L.(1985).Measuringthe Involvement Construct[J].Journal of Consumer Research,12(3):341-352.
[37]Zhang,M.L.,&Guo,L.Y.(2017).Influence of customer engagement with company social networks on stickiness:Mediating effect of customer value creation author links open overlay panel[J].International Journal of Information Management,37(3):229-240.
[38]Zhou,T.,Li,H.X.,&Liu,Y.(2010).The effect of f low experience on mobile SNS users’loyalty[J].Industrial Management&Data Systems,110(6):930-946.
[2]郭欣悦(2017).多元分析框架下的MOOC学习行为分析[J].开放学习研究,22(4):21-28.
[3]孔丽丽,马志强,易玉何,杨昊(2017).在线学习行为影响因素模型研究-基于行为科学理论的评述[J].开放学习研究,22(5):46-53.
[4]孙乃娟,李辉(2011).感知互动一定能产生顾客满意吗?-基于体验价值、消费者涉入度、任务类型作用机制的实证研究[J].经济管理,(12):107-118.
[5]徐光,刘鲁川(2017).慕课学习者的归因、动机与持续使用意图研究[J].电化教育研究,38(3):68-74.
[6]杨冠淳,卢向华(2009).促进用户粘性的虚拟社区技术与管理设计创新-基于实证的研究[J].研究与发展管理,21(5):29-38.
[7]Appleton,J.J.,Christenson,S.L.,Kim,D.J.,&Reschly,A.L.(2006).Measuring cognitive and psychological engagement:Validation of the Student Engagement Instrument[J].Journal of School Psychology,44(5):427-445.
[8]Bakker,A.B.(2008).The work-related f low inventory:Construction and initial validation of the WOLF[J].Journal of Vocational Behavior,72(3):400-414.
[9]Baron,R.M.,&Ken ny,D.A.(1986).T hemoderatormediator variable distinction in social psychological research:conceptual,strategic and statistical considerations[J].Journal of Personality and Social Psychology,51(6):1173-1182.
[10]Ben-Eliyahu,A.,Moore,D.,Dor ph,R.,&Schunn,C.D.(2018).Investigating the multidimensionality of engagement:Affective,behavioral,and cog nitive engagement across science activities and contexts[J].Contemporary Educational Psychology,53:87-105.
[11]Bowden,J.L-H.(2009).T he Process of Customer Engagement:A Conceptual Framework[J].Journal of Marketing Theory and Practice,17(1):63-74.
[12]Csikszentmihalyi,M.(1975).Beyond boredom and anxiety(1st ed.)[M].San Francisco(California):Jossey-Bass.
[13]Csikszentmihalyi,M.,&Csikszentmihalyi,I.S.(Eds.).(1992).Optimal experience:Psychological studies of fl ow in consciousness[M].Cambridge:Cambridge university press.
[14]Esteban-Millata,I.,Martínez-Lópezb,F.J.,HuertasGarcíac,R.,Meseguera,A.,&Rodríguez-Arduraa,I.(2014).Modellingstudents’f low experiences in an online learning environment[J].Computers&Education,71:111-123.
[15]Esteban-Millata,I.,Martínez-López,F.J.,Luna,D.&Rodríguez-Ardura,I.(2014).The Concept of Flow in Online Consumer Behavior[M]//Handbook of Strategic e-Business Management.ITALY:Progress in IS:371-402.
[16]Fornellc,L.,&Larcker,D.F.(1981).Evaluating structural equation models with unobservable variables and measurement error[J].Journa of Marketing Research,18(1):39-50.
[17]Ghani,J.A.,&Deshpande,S.P.(1994).Task Characteristics and the Experience of Optimal Flowin Human-Computer Interaction[J].TheJournalofPsychology,128(4):381-391.
[18]Hu,P.J-H.,&Hui,W.(2012).Examining the role of learning engagement in technology-mediated learning and its effects on learning effectiveness and satisfaction[J].Decision Support Systems,53(4):782-792.
[19]Hwang,C.(2000).Internet usage of Taiwan’s college students:The f low theory perspective[D].Taiwan:National Chicago Tung University.
[20]Jennifer,A.F.,Phyllis,C.B.,&Alison,H.P.(2004).School Engagement:Potential of the Concept,State of the Evidence[J].Review of Educational Research Spring,74(1):59-109.
[21]Joo,Y.J.,Lim,K.Y.,&Kim,S.M.(2012).A Model for Predicting Lear ning Flow and Achievement in Cor porate e-Learning[J].Educational Technology&Society,15(1):313-325.
[22]Liao,L-F.(2006).A Flow Theor y Perspective on Learner Motivation and Behavior in Distance Education[J].Distance Education,27(1):45-62.
[23]Liaw,S-S.,Huang,H-M.,&Cheng,D.(2007).An activity-theoretical approach to investigate learners’factors toward e-learning systems.[J].Computers in Human Behavior,23(4):1906-1920.
[2 4]Lin,L.,Hu,J-H.,Sheng,O.R.L.,&Lee,J.(2010).Isstickiness profit able for electronic retailers?[J].Communications of the ACM,53(3):132-136.
[25]Liu,C.C.(2017).A model for exploring players f low experience in online games[J].Information Technology&People,30(1):139-162.
[26]Liu,S-H.,&Liao,H-L.(2005).Applying the Technology Acceptance Model and Flow Theory to Online E-Learning User s’Acce pt a nce Behav ior[J].Issues i n I n for mat ion Systems,4(2):175-181.
[27]London,B.,Downey,G.,&Maces,S.(2007).Psychological theories of educational engagement:A multimethod approach to studying individual engagement and institutional change[J].Vanderbilt Law Review,60:455-481.
[28]Lu,H.P.,&Lee,M-R.(2010).Demographic differences and the antecedents of blog stickiness[J].Online Information Review,4(1):21-38.
[29]Luo,N.,Zhang,M.L.,&Qi,D.(2017).Effects of different interactions on students’sense of community in e-learning environment[J].Computers&Education,(115):153-160.
[30]Murray,K.B.,&H?ubl,G.(2007).Explaining Cognitive Lock-In:The Role of Skill-Based Habits of Use in Consumer Choice[J].Journal of Consumer Research,34(1):77-88.
[31]Newman,N.F.,&Wehlageg,G.L.(1992).The significance and sources of student engagement[M]//Student engagement and achievement in American secondary schools.New York:Teachers College Press:11-39.
[32]Nova k,T.P.,Hof f m a n,D.L.,&Yu ng,Y.F.(20 0 0).Measuring the customer experience in online environments:a structural modeling approach[J].Marketing Science,19(1):22-42.
[33]Rettie,R.(2001).An exploration of fl ow during Internet use[J].Internet Research,11(2):103-113.
[34]Ska dberg y,X.,&K i m mel,J.R.(20 0 4).Visitor s’flow experience while browsing a Web site:its measurement,contributing factors and consequences[J].Computers in Human Behavior,20(3):403-422.
[35]Wang,M-T.,&Jacquelynne,S.E.(2012).Adolescent Behavioral,Emotional,and Cognitive Engagement Trajectories in School and Their Differential Relations to Educational Success[J].Journal of Research on Adolescence,22(1):31-39.
[36]Zaichkowsky,J.L.(1985).Measuringthe Involvement Construct[J].Journal of Consumer Research,12(3):341-352.
[37]Zhang,M.L.,&Guo,L.Y.(2017).Influence of customer engagement with company social networks on stickiness:Mediating effect of customer value creation author links open overlay panel[J].International Journal of Information Management,37(3):229-240.
[38]Zhou,T.,Li,H.X.,&Liu,Y.(2010).The effect of f low experience on mobile SNS users’loyalty[J].Industrial Management&Data Systems,110(6):930-946.