Research On Factors Influencing Linkage Dividend Under Online Education In Internet Community

Twenty-first Century is known as the era of the connection,which has a great influence on the creation and dissemination of knowledge,the education industry is facing great changes.Thanks to the rapid development of the Internet and big data technology,online education has gradually become an important part of traditional education.From the perspective of economics,linkage dividend requires enterprises and consumers to create sustainable value of collaborative interaction process.This article did research from consumer perception perspective,using the mature theory of economics and management,community economy,combined with the theory in the field of psychology to study the influencing factors of online education linkage dividend.The characteristics of the education product and network,the interactions of consumers and enterprises are four factors,while intrinsic motivation is the moderator variable,interaction is the intermediary variable.The impact of these variables on linkage dividend will be tested from two dimensions,which are the perspectives of consumer and enterprise.The consumer data were collected by questionnaire,and the structural equation model and the mediation effect test were used to do empirical analysis.The empirical results show that both product characteristics and community interaction have a significant positive impact on linkage dividends.For the agency group,the key factor is the product teaching resources,it can affect the interaction by enterprises and consumers to achieve impact on consumers' dividends,also can impact linkage dividend by itself.For the communion group,network and interaction between consumers play an important role in linkage dividend.According to the empirical results,online education companies should make the development of the system of learning system,optimize the network platform and build a harmonious community to effectively enhance consumers' online learning experience,so as to promote the dividend transformation of consumer to the enterprise,thereby creating linkage dividend.