在线学习平台从众选择行为形成机理的扎根分析

Purpose/significance] Exploring the formation mechanism of herd choice behaviors on online learning platforms aims to provide references for the optimization of construction and service of online learning platforms. [Method/process] Based on the perspective of students, the grounded theory was employed to make a three-level coding analysis of the interview data, clarify the impacting mechanism among categories, and develop the formation mechanism model of herd choice behaviors on online learning platforms. [Result/conclusion] Perceived benefits, user demands, social impacts and information encounters have direct impacts on the formation of herd choice behaviors on online learning platforms, while platform quality and platform reputation indirectly affect the formation of herd choice behaviors on online learning platforms through the mediating effect of perceived benefits. Based on this, some targeted suggestions are provided for the service optimization of online learning platforms from the levels of users, situations and platforms.