在线学习平台感知有用性多维度形成机制 --基于社会学习理论的扎根探索

Multi-dimensional Formation Mechanism of Perceived Usefulness of Online Learning Platform —A Grounded Exploration Based on Social Learning Theory

摘要:

随着在线学习热潮的兴起以及终身学习理念的普及，各类社交媒体平台已成为用户开展学习、获得知识的重要载体，因此探索用户对在线学习平台的感知有用性内涵及其前因，有助于平台进一步挖掘自身价值，为用户提供更优质的服务。基于此，以社会学习理论为基石，采用半结构化访谈获取原始数据；随后，运用扎根理论这一质性研究方法，并借助质性分析软件NVivo进行系统的逐级编码，进一步阐明用户认为在线平台有用的原因及其具体维度，并构建相应的理论模型框架；同时，以26名受访人员为研究样本，了解他们在社交媒体和在线学习平台上的使用感受及行为，以为平台未来的发展提供指导。经过编码分析得知，用户感觉到有用的前因分别为内容特质、用户特质和平台特质3个方面，分别对应到用户能够感知到的信息有用、社交有用和技术有用，因此这3种有用性则构成了在线学习平台感知有用性的多维度结构。具体而言，在线平台视频的内容质量越高、对用户的价值越大，用户在平台社交获得的资源越多，以及平台系统质量越强大，用户将会分别感知到信息有用、社交有用和技术有用。

Abstract:

With the rise of the online learning boom and the popularization of the concept of lifelong learning, various social media platforms have become an important carrier for users to carry out learning and acquire knowledge. Therefore, exploring the connotation of users' perceived usefulness of online learning platforms and its antecedents helps platforms further tap their own value and provide users with better services. Based on this, using social learning theory as the foundation, semi-structured interviews were conducted to obtain raw data; subsequently, the qualitative research method of grounded theory was employed, and the qualitative analysis software NVivo was used to conduct systematic hierarchical coding, further clarifying the reasons why users find online platforms useful and the specific dimensions of usefulness, and constructing a corresponding theoretical model framework. At the same time, 26 interviewees were used as the research sample to understand their usage experiences and behaviors on social media and online learning platforms, so as to provide guidance for the future development of the platforms. Through coding analysis, it was found that the antecedents of users' perceived usefulness are content characteristics, user characteristics, and platform characteristics, which correspond to perceived informational usefulness, social usefulness, and technical usefulness, respectively. Therefore, these three types of usefulness constitute the multidimensional structure of perceived usefulness of online learning platforms. Specifically, the higher the content quality of online platform videos and the greater their value to users, the more resources users gain from social interactions on the platform, and the stronger the platform's system quality, the more users will perceive informational usefulness, social usefulness, and technical usefulness, respectively.