基于关系质量视角的开放大学学生认同感模型构建及影响因素分析
Constructing a Model of Open University Students’ Loyalty from the Perspective of Relationship Quality and Analysis of Influencing Factors
DOI: 10.12677/sa.2024.135170, PDF,    科研立项经费支持
作者: 胡 勇：广东开放大学文化传播与设计学院，广东 广州；宋 波：广东开放大学，广东 广州
关键词: 开放大学；学生认同感；关系营销策略；学习满意度；Open University； Student Loyalty； Relationship Marketing Strategy； Learning Satisfaction
摘要: 本文基于Tinto的“学生融入”理论和RQSL模型的基础上，构建了一个基于关系质量视角的开放大学学生认同感模型，通过问卷调查的方式收集数据，采用统计分析技术探索关系质量对学生认同感的影响。研究发现，数字服务质量、学生满意度、承诺和信任是影响学生认同感的关键因素。开放大学应重视提升数字化服务质量、增强学生参与和建立信任，以增强学生的归属感和忠诚度。
Abstract: Based on Tinto’s “Student Integration” theory and the RQSL model, this paper constructs a model of Open University students’ loyalty from the perspective of relationship quality. Data were collected through questionnaires, and statistical analysis techniques were used to explore the impact of relationship quality on students’ sense of belonging. The study found that digital service quality, student satisfaction, commitment, and trust are key factors influencing students’ loyalty. Open universities should focus on improving digital service quality, enhancing student engagement, and building trust to strengthen students’ sense of belonging and loyalty.
文章引用：胡勇, 宋波. 基于关系质量视角的开放大学学生认同感模型构建及影响因素分析[J]. 统计学与应用, 2024, 13(5): 1730-1741. https://doi.org/10.12677/sa.2024.135170

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