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由于高校扩招导致在校大学生剧增,全国很多高校都建立了新校区。位置相对偏僻和交通不方便促进了高校虚拟社区的建设和发展。本文从用户体验的角度提出了高校虚拟社区信息持续使用意向模型,并通过436份有效样本的实证研究得到以下结论:提升高校虚拟社区的持续使用意向可以从改善用户体验入手:感官体验、行为体验和思考体验均可提升高校虚拟社区用户的满意,进而影响他们的信息持续获取和持续提供意向。此外,研究结果还发现相比信息持续提供意向,高校虚拟社区用户更偏向于信息的持续获取。行为体验在四种体验维度中对用户满意的影响权重最大,表明用户参与高校虚拟社区最重视活动组织与行为互动。
Due to the expansion of college enrollment led to the surge in college students, many colleges and universities have set up a new campus. Relatively remote location and inconvenient transportation promote the construction and development of virtual community in colleges and universities. This paper puts forward the model of continuous use of information in college virtual community from the perspective of user experience and draws the following conclusions through the empirical study of 436 valid samples: To improve the continuous use intention of virtual community in colleges and universities can start with improving user experience: sensory experience and behavior experience And thinking experience can enhance the satisfaction of university users in the virtual community, thereby affecting their continued access to information and continue to provide intentions. In addition, the study also found that compared with the information continued to provide intentions, the virtual community users in colleges and universities tend to be more consistent access to information. Behavioral experience in the four experience dimensions of the greatest impact on customer satisfaction, indicating that the user participation in the virtual community of colleges and universities most concerned about the activities of organizations and behavior interaction.