摘要
[目的/意义]作为一种新的教育模式,移动学习极大提高了信息资源获取的便捷性。本文构建的课程类移动学习平台用户知识付费意愿模型可以为平台运营商优化用户服务提供可操作路径参考。[方法/过程]借鉴SOR模型,通过问卷调查收集数据,从社会影响和内容特性两个方面解构探究课程类移动学习平台用户知识付费意愿相关影响因素。借助SPSS22.0和AMOS22.0数据分析软件,对378份有效样本数据进行数据分析和假设检验。[结果/结论]结果表明,用户在受到社会影响与内容特性这两种外部因素的刺激时,将产生对移动学习平台内容付费认同的过程,进而影响其付费意愿。此外,期望收益和个人付费意识对用户付费意愿也有正向影响。
[Purpose/Significance]As a new educational model,mobile learning has greatly improved the convenience of information resource access.The course knowledge payment willingness model of mobile learning platform built in this paper can provide operational path reference for platform operators to optimize user services.[Methods/Process]Drawing on the SOR model,the data was collected through the questionnaire survey to deconstruct the influencing factors related to the knowledge payment willingness of the course mobile learning platforms from the two aspects of social influence and content characteristics.Data analysis and hypothesis testing were performed on 378 valid sample data with the help of SPSS22.0 and AMOS22.0 data analysis software.[Results/Conclusion]The results showed that when users were stimulated by two external factors:social influence and content characteristics,they would produce a process of payment recognition of the content on the mobile learning platform,which would then affect their willingness to pay.In addition,expected revenue and personal payment awareness also had a positive impact on users'willingness to pay.
作者
詹克钰
景茹妍
Zhan Keyu;Jing Ruyan(School of Accounting,Changchun University of Finance and Economics,Changchun 130122,China;School of Humanities,Tongji University,Shanghai 200092,China)
出处
《现代情报》
CSSCI
2021年第12期89-96,共8页
Journal of Modern Information
基金
吉林省社会科学基金项目“吉林省第三方预算绩效评价问题研究”(项目编号:2020C042)
吉林省教育厅人文社会科学研究项目“全生命周期视角下PPP项目风险导向审计协同治理研究”(项目编号:JJKH20211397SK)。
