The Effects Of Perceived Interactivity On The Behavior Intention Of The Network Teaching Platform User

As a new educational product,Network teaching platform has attracted more and more attention of universities and information companies.More and more enterprises intend to invest in the development of network teaching platform.With the significant increase in information sources,there is a question arise that how to attract users to use the network teaching platform.The use of the network teaching platform is a voluntary act;on the other hand,compared with traditional education,the network teaching platform lacks the communication face to face.Therefore,the empirical research of the factors of network teaching platform Users' behavior intention and to propose something to maintain existing users and attract new users is of great concern for the development of the network teaching platform.This article takes up theoretical and empirical methods to study the factors having impact on the network teaching platform users' behavior intention,analyze the mechanism among perceived interactivity,experience value and users' behavior intention.Firstly,this article reviews the relevant literatures systematically,establishes the conceptual model of perceived interactivity on the behavior Intention of network teaching platform users.Secondly,designs the survey by sorting out the related mature scale questionnaire and test the reliability level of questionnaires through the small sample test.This article collects 326 valid samples with the final questionnaire in the end.Finally,through confirmatory factor analysis,structural equation model test and correction,this article explores whether perceived interactivity and experience value have certain influence on network teaching platform users' behavior intention.The main conclusions are:(1)Perceived Interactivity positively affects Behavior Intention through direct and indirect ways.Perceived usefulness and information exchange perception have a direct impact on users' behavior intention.Perceived ease of use indirectly affects user behavior intention.Social interaction perception has no effect on user behavior intention;(2)The four dimensions of perceived interactivity have different degree of influence on users' behavior intention on network teaching platform;(3)Experience Value has partly mediated the relationship between Perceived Interactivity and Behavior Intention.Based on the above research conclusions,the suggestion to enhance the user behavior intention is that promoting the user's information sharing,improving the quality of information,optimizing the users' experience,targeted improvements,developing users of the potential needs of teaching information and providing information feedback mechanism...