知識型網絡視頻平臺用戶持續使用意愿影響因素研究

劉瓊 李永剛

Research on the Influencing Factors of Users Continuous Usage Intention of Knowledge-based Network Video Platforms

—Take Chinese University MOOC as an Example

Liu Qiong Li Yonggang

Abstract： 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.

Key words： Knowledge-based network video platforms; Continuous usage intention; Influencing factors; Chinese University MOOC; Structural equation model

作者簡介：劉瓊，華中師范大學新聞傳播學院副教授;李永剛，華中師范大學新聞傳播學院 2018 級碩士研究生，研究方向為網絡傳播。課題項目：本文系國家社會科學基金一般項目“參與式文化背景下的網絡視頻社群研究（項目編號：18BXW101）”階段性研究成果。文章引用：劉瓊，李永剛.知識型網絡視頻平臺用戶持續使用意愿影響因素研究——以中國大學 MOOC 為例[J].中國新聞評論， 2022，3（2）：29-47.

https：//doi.org/10.35534/cnr.0302003

摘 ? 要：知識型網絡視頻平臺日益成為知識獲取的重要渠道，明晰影響其用戶持續使用意愿的因素有助于維護用戶關系、營造良好學習氛圍進而推動學習型社會的建設。以 ECM-ISC 和 D&M 模型為基礎構建知識型網絡視頻平臺用戶持續使用意愿影響因素模型，對在校大學生開展問卷調查和訪談，驗證并解釋模型。研究發現，習慣、滿意度、主觀規范正向影響持續使用意愿;期望確認、感知有用性、信息質量、服務質量通過滿意度對其產生正向影響;系統質量除正向影響持續使用意愿外，還通過滿意度對其產生正向影響;結構資本、認知資本和關系資本影響均不顯著。據此提出培養用戶長期主動學習習慣，搭建系統、信息、服務三位一體的平臺管理體系，構建基于用戶交互關系的在線學習社群等建議。

關鍵詞：知識型網絡視頻平臺;持續使用意愿;影響因素;中國大學 MOOC;結構方程模型

Copyright ? 2022 by author （s） and SciScan Publishing Limited

This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

https：//creativecommons.org/licenses/by-nc/4.0/

一、引言

基于對物質主義與功利主義的批判，1968 年美國學者赫欽斯提出“學習型社會”概念，意指全民學習和終身學習的社會，強調學習是“教人成人”而非為了謀生a。……