“学习强国”用户的使用动机与行为研究

Study on the Motivation and Behavior of “Xuexi.cn” Users

"学习强国"平台自2019年1月1日正式上线以来,已成为媒体融合背景下提升政治传播能力、营造全民学习氛围的一次有益尝试,取得了"现象级"传播盛况。围绕用户对"学习强国"平台使用行为的动机,以技术接受模型(TAM)为基础构建了结构方程模型,探讨了不同因素对使用行为产生的影响和效果;发现用户对于平台的信任是影响使用的重要因素,信息搜寻动机是用户登录、浏览"学习强国"资讯的主要动机,而社会性活动动机则不构成影响,信息偏好是用户使用行为中的主要偏好;指出为实现平台的进一步发展,应重视用户信息偏好,在保持和提升信息质量的前提下,适当引进算法推荐机制,同时改进对社交元素的应用,采取线上线下相结合的学习反馈机制,实现对用户学习的有效激励。

Since the"Xuexi.cn"platform was officially launched on January 1,2019,it has become a beneficial attempt to improve political communication ability and create a learning atmosphere for all under the background of media integration,and achieved a"phenomenal"communication situation.This paper focuses on the motivation of users to use the platform of"Xuexi.cn",builds a structural equation model based on the technology acceptance model(TAM),and discusses the influence and effect of different factors on the usage behavior,finds that users’trust in the platform is an important factor affecting the use of the platform,and information search motivation is the main motivation for users to log in and browse the information of"Xuexi.cn",while social activity motivation does not affect,and information preference is the main preference in users’usage behavior,and holds that in order to realize further development of the platform,it is necessary to pay attention to users’information preference and introduce algorithm recommendation mechanism appropriately under the premise of maintaining and improving information quality,and at the same time,the application of social elements should be improved,and the learning feedback mechanism combining online and offline should be adopted to achieve effective motivation for users to learn.