基于结构方程模型的在线交互机制

Online Interaction Mechanism Based on Structural Equation Model

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.