基于5G技术的在线教育平台学习者迁移行为影响机制

Migrating to 5G Online Education Platforms:An Empirical Study on the Influence Mechanism of Leaners’ Behavior

5G通信网络的大规模部署和应用,及其与人工智能、虚拟现实、云计算的结合,将使基于5G技术的在线教育平台能够更好地满足学习者多元化、个性化的学习需求。为促进新型在线教育平台的研发和推广,亟需明晰学习者从传统在线教育平台转向新平台的迁移意愿影响因素及形成机制,而基于"推-拉-锚定"理论构建的在线教育平台学习者迁移行为影响机制模型可对其进行解释。采用基于方差的PLS算法结构方程模型对问卷调查数据进行分析后发现:在"推效应"方面,传统在线教育平台的系统质量和关系质量降低了学习者向基于5G技术的新平台迁移的意愿;在"拉效应"方面,新平台给使用传统平台的学习者带来的功能匮乏感和情感匮乏感提高了其向新平台迁移的意愿;在"锚定效应"方面,学习者面向传统在线教育平台的感情承诺和使用习惯,以及面向新平台的转移成本,使其产生了在平台迁移上的行为惰性;此外,行为惰性不仅负向影响学习者向新平台的迁移,也提高了其对传统平台系统质量和关系质量的认知,降低了其对传统平台的功能匮乏性感知。因此,从打造高质量的新型平台、提供丰富的功能体验和愉悦的情感体验以及降低平台使用成本等方面着手,可以推动基于5G技术的在线教育平台的普及。

With the large-scale deployment and application of 5 G networking systems, its combination with artificial intelligence, virtual reality and cloud computing will enable online education platforms to better meet the diverse and individualized learning needs of individual learners. In order to promote the development of the new high-quality online education platform, it is critical to clarify the antecedents and the underlying mechanism of the migration intention of learners migrating from the traditional online education platform to the new platform based on5 G technology. In this study, the"push-pull-mooring"framework and PLS-SEM method are used to explain the behavior. It is found that, in terms of"push effect", the system quality and relationship quality of traditional online education platform reduced the willingness of online learners to migrate to the new 5 G platform. In terms of"pull effect", the functional and emotional deprivation brought by the new platform to the learners would increase their willingness to migrate to the new platform. In terms of"mooring effect", learners’ affective commitment and habits,as well as switching costs towards new platforms, lead to learners’ behavioral inertia in platform migration. The behavioral inertia not only negatively affects the migration of learners to the new platform, but also improves their awareness of the quality of the traditional platform system and relationship and reduces their awareness of the functional deprivation of the traditional platform. Therefore, in order to promote the popularization of the 5 G online education platform, it is essential for practitioners to create a high-quality platform, provide a rich functional experience and a pleasant emotional experience, and reduce the use costs.