基于学业情绪和心流体验的移动学习口碑传播意愿研究  

Research on the Willingness to Spread Word of Mouth in Mobile Learning Based on Academic Emotion and Flow Experience

作　　者：罗霄[1] 王娅 蒋玉石[1,2] 杨强 苗苗 LUO Xiao;WANG Ya;JIANG Yushi;ANG Qiang;MIAO Miao(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Service Science and Innovation Key Laboratory of Sichuan Province,Chengdu610031,China;Business School,Yango University,Fuzhou 350015,China)

机构地区：[1]西南交通大学经济管理学院,成都610031 [2]服务科学与创新四川省重点实验室,成都610031 [3]阳光学院商学院,福州350015

出　　处：《信息系统学报》2022年第2期1-26,共26页China Journal of Information Systems

基　　金：国家自然科学基金(72172129);国家社会科学基金(20BSH103);教育部人文社科项目(19YJC630060、19YJC860033、20YJC860006)。

摘　　要：本文首先从移动学习平台讨论区中提取了4454条真实评论数据.通过质性分析挖掘出影响用户口碑行为的.因素。随后,引入学业情绪和心流体验作为中介变量,构建了口碑传播意愿影响因素模型并进行实证检验。研究发现:感知移动学习情境价值和感知平台资源价值正向影响学业情绪和心流体验;学业情绪和心流体验正向影响口碑传播意愿;用户感知风险对学业情绪和心流体验没有显著影响。本文为移动学习情境下的口碑研究及相关管理提供了借鉴。Firstly,this paper extracts 4454 real comments from the discussion area of the mobile learming platform,and finds out the factors influencing the behavior of word-of-mouth through qualitative analysis.Then,this paper introduces academic emotion and flow experience as mediating variables,constructs the influencing factors model of word-of-mouth communication intention and makes an empirical analysis.The results show that:perceived mobile leamning context valuc and perceived platform resource value have a positive impact on academic emotion and flow experience;academic emotion and flow experience have a positive impact on word-of-mouth communication intention;user perceived risk has no significant impact on academic emotion and flow experience.This paper provides a reference for word-of-mouth research and related management in the context of mobile learning.

关 键 词：移动学习 口碑传播意愿 学业情绪 心流体验 实证分析 

分 类 号：C93[经济管理—管理学]