Research On User Interaction Behavior And Service Marketing Strategy Based On MOOC Gamification

Nowadays,with the rise of online intelligent education and the entry of MOOC into the 4.0 period,how to improve the interaction effect of users in the learning process has been paid much attention by scholars.At the same time,more and more gamification elements have been integrated into MOOC teaching.Existing studies have found that gamification of MOOCs enhances users' motivation for continuous learning and user interaction behaviors tend to occur among users.The reason is that gamification of MOOCs helps to improve users' enthusiasm for participation and the interaction atmosphere between users is better.From the interaction between the user perspective,combining the theory of learning style,first of all to MOOC gaming,user interaction,literature review on the key variables such as the interaction effect,and then to define the concept of research variables,analysis the correlation between variables,and combined with exploratory UTAUT model constructed MOOC gaming,interaction,interactive effect between the four variables,learning style theory frame model,and according to the relevant academic research results concerning the assumption,the correlation between four variables and the interaction mechanism of in-depth analysis of research results have important theoretical and practical significance.Secondly,qualitative research method is adopted to conduct semi-structured interviews with the respondents.The research results show that users have corresponding perceptions of gamification,interaction mode,interaction effect and learning style of MOOCS in the interaction process,which also indicates the rationality of the proposed hypothesis and provides a deeper perspective of thinking.Research,quantitative research method was adopted to design distributed questionnaires,417 effective questionnaires were taken back,eventually use SPSS19.0 survey questionnaire and the empirical analysis,the reliability and validity of a total of 17 hypothesis is put forward,15,2 don't set up,and eventually get the following conclusion:MOOC game and the interaction of the user can be a direct impact on user interaction effect;Gamification of MOOCS also has a direct impact on the way users choose to interact;Interaction mode plays a mediating role in the gamification of MOOC and the interaction effect between users.In other words,gamification of MOOC affects the interaction effect between users by influencing their choice of interaction mode.User learning style plays a moderating role in the gamification and interaction of MOOCS.Finally,from the perspective of gamification MOOC service marketing,according to the 7P theory of service marketing,a service marketing strategy is proposed to enhance the interaction between users and promote the marketing and promotion of MOOC courses,including improving course quality and perfecting the learning function of gamification courses.Optimize the pricing of MOOC gamification courses according to the course audience;Get through the dual channels to do a good job of gamification and asynchronous interactive MOOC services;It clarifies the course process,strengthens the promotion and tangible display of MOOC gamification course personnel,summarizes the limitations of the research,and proposes the prospect of future research on the relationship between the four variables.