基于行为理论的虚拟学习社区用户学习资源购买意愿研究

发布时间：2018-05-26 00:04

本文选题：虚拟学习社区 + 行为理论　；参考：《南昌大学》2017年硕士论文

【摘要】：随着时代的发展和社会的进步,个人搜索、收集、阅读、分享、生产和使用网络信息的方式已经显著改变,个人通过互联网自由发表想法和信息的时代已经来临,从实践来看,google、在线百科全书、维基百科等搜索引擎已经在世界各地广泛运用,以Web 2.0为基础发展起来的虚拟学习社区对学习者学习效果和学习行为的影响正在逐渐变大。本文通过文献分析法、数据分析法和结构方程模型等研究方法,从收集到的国内外虚拟学习社区用户购买学习资源意愿入手,详细分析了虚拟学习社区中用户对学习资源购买意愿的相关研究,阐述了虚拟学习社区用户购买学习资源意愿的影响因素,依据虚拟学习社区、用户行为等理论,在对相关影响因素进行定性分析的基础上,构建了虚拟学习社区用户购买学习资源意愿影响因素模型,并采用结构方程建模对通过调查问卷得来的数据进行了分析。结果表明:信任及用户(用户行为)对虚拟学习社区用户购买学习资源的影响较大,信任程度越高,用户行为越活跃,购买学习资源的意愿越强烈;虚拟学习社区和教学者对用户学习资源的购买也具有正向影响。在此结论的基础上,本文从个人的层面以及虚拟学习社区的层面分别单独提出了相应建议和对策。本文共分为五个部分,第一部分详细阐述了虚拟学习社区对用户知识学习以及购买学习资源意愿影响因素的研究背景、研究目的、研究意义以及国内外相关研究现状综述,提出了研究思路、研究方法;第二部分的主要内容是虚拟学习社区、知识学习、用户行为、购买意愿等的理论基础;第三部分对虚拟学习社区对用户购买学习资源意愿影响因素研究做了概念模型设计并设计调查问卷收集相关数据,为第四部分分析数据做铺垫;第四部分采用结构方程建模方法对问卷调查所获得数据进行具体分析,对本文所构建的虚拟学习社区用户购买学习资源意愿影响因素概念模型进行实证研究;第五部分根据前四部分的分析,从教学者层面、学习者层面、虚拟学习社区层面提出对策,认为应提高教学者的教学素养、加强对虚拟学习社区关注和引导、改善学习产品和服务等,并总结了论文的创新点和不足之处。
[Abstract]:With the development of the times and the progress of society, the way individuals search, collect, read, share, produce and use information on the Internet has changed dramatically, and the time has come for individuals to freely express their ideas and information through the Internet. In practice, search engines such as Google, online encyclopedia and Wikipedia have been widely used all over the world. The virtual learning community based on Web 2.0 is becoming more and more important to learners' learning effect and behavior. Through the methods of literature analysis, data analysis and structural equation model, this paper starts with the users' willingness to purchase learning resources in virtual learning communities at home and abroad. This paper analyzes in detail the relevant research on the willingness of users to purchase learning resources in virtual learning community, and expounds the influencing factors of users' willingness to purchase learning resources in virtual learning communities, according to the theory of virtual learning community, user behavior, etc. On the basis of qualitative analysis of the related factors, a model of influencing factors of users' willingness to purchase learning resources in virtual learning community is constructed, and structural equation modeling is used to analyze the data obtained from the questionnaire. The results show that trust and user (user behavior) have great influence on the purchase of learning resources by users in virtual learning community. The higher the degree of trust is, the more active the user's behavior is, and the stronger the willingness to purchase learning resources is. Virtual learning communities and educators also have a positive impact on the purchase of user learning resources. On the basis of this conclusion, this paper puts forward the corresponding suggestions and countermeasures separately from the level of individual and the level of virtual learning community. This paper is divided into five parts. In the first part, the research background, research purpose, research significance and related research status of virtual learning community on users' knowledge learning and willingness to purchase learning resources are described in detail. The main contents of the second part are the theoretical basis of virtual learning community, knowledge learning, user behavior, purchase intention and so on. The third part of the virtual learning community to the user's willingness to buy learning resources to do conceptual model design and design questionnaires to collect relevant data for the fourth part of the analysis of the data. The fourth part uses the structural equation modeling method to analyze the data obtained from the questionnaire, and makes an empirical study on the conceptual model of the influencing factors of the users' willingness to purchase learning resources in the virtual learning community. The fifth part, according to the analysis of the first four parts, puts forward the countermeasures from the aspects of teaching scholars, learners and virtual learning communities, and points out that we should improve the teaching literacy of the teachers and strengthen the attention and guidance to the virtual learning communities. Improve the learning products and services, and summarize the innovation and shortcomings of the paper.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G434

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