在线评论对在线学习平台用户使用意愿的影响

Influence of User’s Online Comments on Platform Adoption: Based on the Dual Processing Theory

在线评论是潜在学习者评估平台的重要依据,有关在线评论与用户使用意愿关系的研究对促进平台的普及和推广有着重要的现实意义。本研究首先基于双重加工理论构建在线评论对在线学习平台用户使用意愿影响的概念模型,然后通过调查发现,双面评论、评论来源可信度、评论来源专业性、受欢迎程度以及第三方推荐正向显著影响在线评论有用性。在线评论有用性正向显著影响学习者的在线学习平台使用意愿,并在一定程度上调节评论来源专业性、受欢迎程度与使用意愿之间的关系。因此,保证在线评论的真实性、秉持在线评论应“有用”的理念、管理和完善在线评论内容、提升和优化服务水平,有助于提高潜在学习者的使用意愿。

During the COVID-19 epidemic,people use online platforms for“teaching and learning,”which has become the most common way of home-based learning.Meanwhile,online comments are an important basis for potential learners to evaluate the platform.Studying the internal mechanism of online comments and users’willingness to use the platform has important practical significance for promoting the popularization and adoption of the platform.This paper constructs a conceptual model of online comments’impact on users’willingness to use online learning platforms based on the dual processing theory.We found that:double-sided comments,the credibility of comment sources,the professionalism of comment sources,popularity,and third-party recommendations have a significant positive impact on the usefulness of online comments.The usefulness of online comments has a significant positive impact on learners’willingness to use the online learning platform,and to some extent adjusts the relationship between the professionalism,popularity of the comments sources and their willingness to use.Therefore,measures such as ensuring the authenticity of online comments,adhering to the usefulness of online comments,managing and improving the content of online comments,and improving and optimizing their own service level can significantly improve potential learners’willingness to use the platform.