教育數(shù)字化轉(zhuǎn)型下中國大學(xué)慕課用戶忠誠度研究

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關(guān)鍵詞：中國大學(xué)慕課；用戶體驗(yàn)；用戶忠誠度；用戶滿意度；結(jié)構(gòu)方程模型

中圖分類號：G640      文獻(xiàn)標(biāo)志碼：A          文章編號：2096-000X（2025）17-0099-05

Abstract： Under the background of education digital transformation， as one of the most representative online higher education platforms， Chinese university moocs is urgently needed to effectively improve user loyalty. This study relied on data from 788 valid questionnaires， based on technology acceptance model（TAM） to explore the influencing factors of user loyalty in Chinese university moocs. The study finds that： product experience has a significant positive impact on product performance， product performance has a significant positive impact on brand identity， brand identity has a significant positive impact on user satisfaction， and user satisfaction has a significant positive impact on user loyalty of Chinese university moocs.

Keywords： Chinese university moocs; user experience; user loyalty; user satisfaction; structural equation model

我國需長期堅(jiān)持人才強(qiáng)國戰(zhàn)略，建設(shè)“教育、科技、人才”三位一體的現(xiàn)代化教育高地。（剩余4620字）