Online Interaction Mechanism Based on Structural Equation Model

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.

Key words:value co-creation;online interaction;structural equation model;moderating variable