Research on the Relationship among Interaction, Experience Value and User Stickiness of Online Teaching Platform：A Moderated Mediation Effect Model

Abstract

Abstract: Based on the interaction distance theory,this paper sets the functional experience and emotional experience as the mediating variables and the students' learning autonomy as the moderating variable.A structural equation model of the influence of interaction of online teaching platform on user stickiness of a platform is established.An analysis based on the use of AMOS 23 show that:interactive activities on an online teaching platform have a significant positive impact on user stickiness through the full mediation of functional experience and emotional experience;learning autonomy significantly adjusts,in a positive way,the relationship among interaction and functional experience,functional experience and emotional experience;learning autonomy has a mediating effect on interaction and emotional experience,namely,the stronger the learning autonomy,the more significant mediating role functional experience plays in it.This study enriches the research framework of user stickiness to online teaching platform and provides guidance for improving online teaching behavior and teaching platform design.

Key words: online teaching platform, interaction, user stickiness, experience value, learning autonomy

Xiong Qiang, Li Wenyuan, Chen Xiaoyan, Li Zhiwen. Research on the Relationship among Interaction, Experience Value and User Stickiness of Online Teaching Platform：A Moderated Mediation Effect Model[J]. Management Review, 2022, 34(6): 153-161.

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