教育类UGC质量满意度影响因素实证研究——基于扩展的ACSI模型

An Empirical Study on Factors Influencing Quality Satisfaction of Educational UGC——Based on an Extension of ACSI Model

质量问题是教育类UGC平台可持续发展面临的最为关键的问题之一,质量的优劣直接决定着用户对教育类UGC的采纳态度和持续使用意向。该文通过对顾客满意度指数(ACSI)模型进行扩展,构建了教育类UGC质量满意度概念模型并进行了实证检验,进而对影响质量满意度的相关因素进行了系统分析。研究发现:教育类UGC的完整性、可用性、丰富性、规范性和有效性是影响用户满意度的关键因素;教育类UGC维度质量满意度同时受用户感知质量和感知价值的影响;期望质量对感知质量具有正向影响,同时通过感知质量间接影响感知价值;维度质量满意度对总体质量满意度的影响最大;期望质量是影响用户持续使用意向的最重要因素。文章最后分别从创建者、管理者和使用者角度提出了促进教育类UGC质量满意度提升的相关建议。

Quality issue is one of the most crucial problems facing the sustainable development of educational UGC(User Generated Content) platform. The quality of educational UGC will directly determine the users’ adoption attitude and continuous usage intention. A conceptual model of user’s satisfaction towards educational UGC quality based on American Customer Satisfaction Index(ACSI) model has been proposed and verified in this paper. Then the related factors influencing quality satisfaction are analyzed systematically. The results show that completeness, usability, richness, standards compliance and availability are the key quality factors that measuring satisfaction with regard to the quality of educational UGC. The dimensional quality satisfaction of educational UGC is affected by perceived quality and perceived value. Expected quality has a positive influence on perceived quality,and indirectly affects perceived value through perceived quality. The dimensional quality satisfaction has the greatest impact on overall quality satisfaction. Expected quality is the most important factor that affects the user’s continuous usage intention. At the end of the paper, the authors put forward some suggestions to promote the quality satisfaction of educational UGC from the perspective of creators, managers and the users.