DOI: 10.11908/j.issn.0253-374x.19321

作者:

作者单位: 1.上海大学 管理学院，上海 200444;2.同济大学 经济与管理学院，上海 200092;3.佛罗里达国际大学 商学院，美国 迈阿密 33199;4.同济大学 外国语学院，上海200092


作者简介: 尤建新（1961—)，男，教授，博士生导师，管理学博士，主要研究方向为战略管理与知识管理。E-mail: yjx2256@vip.sina.com


通讯作者: 宫华萍（1981—），女，高级工程师，管理学博士，主要研究方向为管理理论与工业工程，外语教育技术，在线 学习质量。E-mail:gh_apple@163.com

中图分类号: C93


基金项目: 国家留学基金委（CSC）资助项目




Online Interaction Mechanism Based on Structural Equation Model
Author:

Affiliation: 1.School of Management, Shanghai University, Shanghai 200444, China;2.School of Economics and Management, Tongji University, Shanghai 200092, China;3.College of Business, Florida International University, Miami 33199, America;4.School of Foreign language, Tongji University, Shanghai 200092, China


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摘要:以价值共创为出发点，通过构建偏最小二乘法-结构方程模型（PLS-SEM）并验证，在线交互学习平台扮演着调节变量的角色。在线交互有助于用户社交价值的持续提升，进而增强用户粘性。在交互平台的调节作用下，通过直接影响和间接影响的对比揭示了行为参与和认知参与对于4个维度的价值产生影响；而情感参与仅对社交价值有局部影响。研究结论揭示了平台在线交互的内在机制，对于改进交互平台的设计具有积极作用。



Abstract:Based on the value co-creation theory, the PLS-SEM model (partial least squares-structural equation model) was established and verified. The online interactive learning platform played the role of moderating variables. The online interaction helped to continuously improve the social value of users, thus the stickiness of users was enhanced. Through the comparison of direct impact and indirect impact, the influence of both behavioral engagement and cognitive engagement on the value of the four dimensions was revealed through the moderating effect of online interactive platforms. While, emotional engagement only influenced social value. The research conclusion reveals the internal mechanism of online interactive of the platform, which plays a positive role in improving the design of interactive platforms.





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