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 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.
作者
陈君
张曾翘
CHEN Jun;ZHANG Zengqiao(School of Information Management, Wuhan University, Wuhan 430072, China)
出处
《开放学习研究》
2019年第1期45-51,59,共8页
Journal of Open Learning
基金
湖北省教学改革研究项目"融合MOOC混合教学模式在信管类课程的应用研究"(项目编号:2014001)
国家自然科学基金项目"心理距离视角下的奖励式众筹投资者决策行为研究--基于项目文本和多媒体信息分析"(项目编号:71871168)的研究成果之一
关键词
慕课
用户黏性
沉浸体验
认知涉入度
情感涉入度
MOOC
user’s stickiness
flow experience
cognitive engagement
emotional engagement