在线学习平台社交化对大学生持续使用意向的影响

Study on the Effect of Socialized Online Learning Platform on Undergraduates' Continuous Intention

在技术接受模型的基础上引入具有社交化系统设计特征的社交化互动和社交愉悦性两个变量,结合感知有用性、感知易用性、期望确认、主观规范、持续使用意向等变量,建立了在线学习平台社交化模型。通过对使用在线学习平台的大学生进行调查,并对提出的研究假设进行实证检验,发现感知有用性、主观规范对持续使用意向有直接的正向影响,而社交化互动、社交愉悦性、感知易用性、期望确认则通过感知有用性影响持续使用意向。

Combining with variables, like perceived usefulness, perceived ease of use, expectation confirmation, subjective norms and continuous intention, we introduce two variables, namely social interaction and social euphoria, to the application of the Technology Acceptance Model （TAM）. Then we construct the socialized online learning platform model. Set undergraduates as study subjects, this paper empirically tests our hypothesis. The results show that, perceived usefulness and subjective norms have a direct positive impact on undergraduates＇ continuous intention. However, social interaction, social euphoria, perceived ease of use and expectation confirmation all affect the continuous intention by changing users＇ perceived usefulness.