泛在学习平台的用户粘性影响机制研究

Research on the Mechanism of User Stickiness in Ubiquitous Learning Platforms

摘要: 随着互联网的发展和国家政策的推动，关于在线学习类的平台数量不断增加，形成了正式与非正式学习平台的并存格局。然而，MOOC等学习平台面临低完成率和高辍学率的挑战，非正式学习平台则遭遇用户留存率低和同质化竞争问题，提升用户粘性成为学习平台运营的关键问题。本研究采用“认知–情感–行为”(CAC)模型为理论框架，通过扎根理论方法分析用户粘性影响因素，旨在全面揭示泛在学习平台的用户行为模式和粘性机制。旨在优化泛在学习平台运营策略，提高用户体验与粘性。

Abstract: With the development of the internet and the promotion of national policies, the number of online learning platforms has been steadily increasing, resulting in a coexistence of formal and informal learning platforms. However, platforms like MOOCs face challenges such as low completion rates and high dropout rates, while informal learning platforms struggle with low user retention and homogeneous competition. Therefore, enhancing user stickiness has become a critical issue for platform operation. This study adopts the “Cognitive-Affective-Conative” (CAC) model as the theoretical framework and employs grounded theory to analyze the factors influencing user stickiness. The goal is to comprehensively reveal the behavioral patterns and stickiness mechanisms of users in ubiquitous learning platforms, aiming to optimize platform strategies and improve user experience and engagement.