教育数字化转型下中国大学慕课用户忠诚度研究

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关键词：中国大学慕课；用户体验；用户忠诚度；用户满意度；结构方程模型

中图分类号：G640      文献标志码：A          文章编号：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

我国需长期坚持人才强国战略，建设“教育、科技、人才”三位一体的现代化教育高地。（剩余4620字）