Research On Users’ Continuous Use Intention Of Online Learning Video In Interative Mode

With the development of the Internet and online education,there are many researches on online education and Internet courses,but there are relatively few literatures on the influence of interaction mode.This study explores the driving factors of users using online courses with barrage to help online learning video websites improve the use of barrage mode,provide suggestions on course recommendation mechanism,help teachers improve course structure and optimize teaching methods.The main content of this study is divided into the following three aspects:(1)firstly,the relevant literature about "online education" and "barrage" is studied.With the help of cognitive load theory and signal transmission theory,the influence of barrage interaction atmosphere and cognitive pressure on users’ choice of online courses is proposed,and the variables such as course quality,teaching nature and course classification are supplemented to improve the model.(2)Crawling bilibilibili’s course barrage,bayesian classifier is used to distinguish the types of interaction between barrages.Baidu sentiment analysis tool sentiment analysis is used to analyze the emotional tendency of barrage and output quantitative indicators.(3)SPSS software was used to make linear regression analysis on the above indexes and to explore the moderating effect of curriculum type,barrage information and other factors.The results show that:(1)The content interaction and social interaction of barrage,barrage noise,course quality and course diversity have a significant positive impact on users’ continuous use intention.(2)Different course categories have different moderating effects on social interaction scores and users’ willingness to continue using.(3)Different teaching modes have different moderating effects on social interaction score,barrage noise and users’ intention of continuous use.The positive effects of the above two factors on users’ continuous use in classroom mode are higher than those in PPT mode.(4)The higher the number of bullet screen words,the higher the positive impact of bullet screen noise on users’ continuous use;The higher the proportion of barrage special mode,the higher the positive impact of barrage noise on users’ continuous use.In theory,compared with the previous research on users’ use of online courses,this study increases the influence of interaction,explores the influence of increasing barrage interaction on users’ use,and finds that the influence is moderated by the course types and teachers’ teaching methods;In practice,this study provides classification,barrage management and operation suggestions for bilibilibili and other video websites to build learning exclusive zones,and provides practical reference for learning platforms that have not yet built barrage function,as well as interactive teaching strategies for teachers to improve teaching quality.