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知识型网络视频平台用户持续使用意愿影响因素研究——以中国大学MOOC为例

Research on the Influencing Factors of Users’ Continuous Usage Intention of Knowledge-based Network Video Platforms —Take Chinese University MOOC as an Example

中国新闻评论 / 2022,3(2)：29-47 / 2022-05-05 326 431

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• 作者： 刘琼      李永刚     
• 单位：

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• 关键词： 知识型网络视频平台；持续使用意愿；影响因素；中国大学MOOC；结构方程模型
• Knowledge-based network video platforms; Continuous usage intention; Influencing factors; Chinese University MOOC; Structural equation model
• 摘要： 知识型网络视频平台日益成为知识获取的重要渠道，明晰影响其用户持续使用意愿的因素有助于维护用户关系、营造良好学习氛围进而推动学习型社会的建设。以ECM-ISC 和D&M 模型为基础构建知识型网络视频平台用户持续使用意愿影响因素模型，对在校大学生开展问卷调查和访谈，验证并解释模型。研究发现，习惯、满意度、主观规范正向影响持续使用意愿；期望确认、感知有用性、信息质量、服务质量通过满意度对其产生正向影响；系统质量除正向影响持续使用意愿外，还通过满意度对其产生正向影响；结构资本、认知资本和关系资本影响均不显著。据此提出培养用户长期主动学习习惯，搭建系统、信息、服务三位一体的平台管理体系，构建基于用户交互关系的在线学习社群等建议。
• Knowledge-based network video platforms are increasingly becoming an important channel for knowledge acquisition. Clarifying the factors that affecting their users’ continuous usage intention helps maintain user relationships, create a good learning atmosphere, and promote the construction of a learning society. Based on the ECM-ISC and D&M models, build a model of influencing factors of users’ continuous usage intention of knowledge-based network video platform. The model is verified and explained by conducting a questionnaire survey and interviewing with college students. The research found that users’ continuous usage intention is affected by multiple factors. Among them, habits, satisfaction, and subjective norms positively affect the continuous usage intention; expectation confirmation, perceived usefulness, information quality, and service quality have a positive impact on it through satisfaction; In addition to the positive influence of system quality on the continuous usage intention, it also positively influences it through satisfaction; the influence of structural capital, cognitive capital, and relationship capital is not significant. The research puts forward targeted suggestions such as cultivating users’ long-term active learning habits, building a platform management system integrating system, information, and service, and building an online learning community based on user interaction.
• DOI： https://doi.org/10.35534/cnr.0302003
• 引用： 刘琼，李永刚．知识型网络视频平台用户持续使用意愿影响因素研究——以中国大学MOOC 为例［J］．中国新闻评论，
  2022，3（2）：29-47．