慕课平台用户黏性的驱动因素研究——沉浸体验视角

Research on the Driving Factors of User Stickiness in MOOC Platform: From Flow Experience Perspective

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 flow experience, this paper developed a research model to investigate the mechanism of promoting user’s stickiness in MOOC platforms. The main findings are: Flow experience gives a significant effect on user’s stickiness in MOOC platforms.Two dimensions of engagement, namely, cognitive engagement and emotional engagement, exert strong impact on flow 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 flow experience and thus promote the user’s stickiness.