在线教育平台如何实现学习者价值主张? 基于沪江的单案例研究

How Do Online Education Platforms Realize Learners’ Learners’ Value Proposition? A Single Case Study on Hujiang

在线教育市场蓬勃发展的背后是企业同质化竞争和学习者持续学习意愿走低的现状。当前教育理论强调学习者的中心地位并提倡深入的教学交互,但现有研究尚未揭示在线教育平台如何实现这一目标。为了揭示在线教育平台实现学习者价值主张的过程,研究者对代表性学习平台沪江网站进行单案例研究。通过对网站中的115份学习体验报告进行编码分析,发现学习者的价值主张既有认知维度又有情感维度,这些价值主张的实现得益于平台中充分的教学交互(学生-内容交互、学生-老师交互、学生-学生交互),以及驱动这些教学交互的功能及机制设计。研究结论帮助研究者和实践者理解在线学习者线上和线下学习过程差异,同时为开发网络学习平台提供了启发。

The flourishing online learning market is faced with the challenge of homogeneous competition among enterprises and gradual decline of in learners’ continuous learning intention. While tThe contemporary learning theory emphasizes the central status of learners and promotes in-depth teaching-learning interaction, but extant work existing research has not yet shed light upon how online learning platforms put such concepts into practice. In order to uncover how learners’ value proposition is realized on online learning platforms, this work conducts a singlea case study on a representative online platform named Hujiang is conducted. By coding 115 learning reports from learners of Hujiang, this workit is reveals revealed that learners at Hujiang emphasize both cognitive and emotional value proposition, and that the value proposition results from effective interaction among instructors, learners and contents which are enabled driven by a series of platform functions and mechanisms. These findings help researchers and practitioners to understand the behavioral differences of learners in online and offline learning contexts. Besides, this work research offers insights on developing better online learning platforms.