摘 要

随着信息技术与教育逐渐融合，混合学习成为学校教育的必然选择，因而在线开放课程平台建设的重要性进一步凸显，但是在具体的实践过程中普遍存在在线课程的顾客黏性低的问题。本文以武汉理工大学《网络营销》在线开放课程为例，探究教学理念和教学资源对在线开放课程平台的顾客黏性的影响。

本文探讨教学理念对顾客黏性的影响时，分别从定性和定量的角度论述教学理念如何影响在线开放课程平台的顾客黏性。首先阐述武汉理工大学《网络营销》在线开放课程平台中教师倡导的教学理念，根据问卷结果定性分析教学理念对顾客黏性的影响；其次，对武汉理工大学《网络营销》在线开放课程平台的68位学生展开问卷调查，以理念认同度、理念感知度、理念感知有用性为指标测量学生对教学理念的接收程度和反馈情况；最后采用pearson相关分析法定量分析学生对教学理念的接收程度如何影响其在线行为，通过不同的在线行为体现学生的短期顾客黏性和长期顾客黏性。

本文探讨教学资源对顾客黏性的影响时，分别从定性和定量的角度论述教学理念如何影响在线开放课程平台的顾客黏性。首先阐述一个健康发展的在线开放课程平台的教学资源应该具备哪些特点；其次，对武汉理工大学《网络营销》在线开放课程平台的68位学生展开问卷调查，根据学生对教学资源的反馈情况，得出课程的教学资源现存的问题。最后采用pearson相关分析法定量分析教学资源对顾客黏性的影响。

最终得出结论，学生对教学理念的认同度、感知度、感知有用性与顾客黏性呈现正相关关系；武汉理工大学《网络营销》在线开放课程平台的教学资源应在提升教学资源质量，提高碎片化知识之间的逻辑性方面做出改进。为教师在在线教学中更好地传达教学理念，建设高利用率的教学资源提供理论参考。

关键词：在线开放课程平台；教学理念；教学资源；顾客黏性

Abstract

Along with the integration of information technology and education, blended learning has become the inevitable choice of school education, which highlights the importance of online open courses construction, but in practice there is a common problem in the process of online courses that customers’ viscosity is pretty low. This paper, taking network marketing online open courses of Wuhan university of science and technology for example, explores how teaching concepts and teaching resources of online open courses effect customers’ viscosity.

When it comes to teaching concepts, this paper focuses on how teaching concepts affect the customers’ viscosity of online open courses. Firstly, this paper analyses the teaching concepts in network marketing online open courses; Secondly, 68 students in the network marketing online open courses of Wuhan university of science and technology are questionnaire surveyed, with concept of identity, concept perception, esteemed perceived usefulness as indicators to measure students receive degree and the feedback of teaching concepts; Finally, this paper studies how the degree of students receiving teaching concept effects their online behavior, which is reflecting the students' short-term and long time customer viscosity.

When it comes to teaching resources, this paper focuses on discussing what impacts students’ satisfaction of the existing teaching resources have on the customer . Firstly, this paper states what character a healthy developing online open courses should have. Secondly, 68 students in the network marketing online open courses of Wuhan university of science and technology are questionnaire surveyed, according to the students' feedback of teaching resources, this paper finds out problems of teaching resources, and give some suggestions.

It comes to conclusion that students’ concept identity, concept perception, esteemed perceived usefulness present positive correlation with customers viscosity. Teaching resources in network marketing online open courses of Wuhan university should be improved. This paper provides theoretical reference for teachers to better convey teaching idea, and to construct high utilization teaching resources.

Keywords: Online Open Courses; Teaching Concept; Teaching Resources; Customer Viscosity

目 录

摘 要 I

Abstract II

第1章 绪论 1

1.1选题的目的和意义 1

1.2国内外研究现状 1

1.2.1在线开放课程平台研究 1

1.2.2顾客黏性理论研究 2

1.2.3教学理念的相关研究 2

1.2.4教学资源的相关研究 3

1.3研究方法 3

1.4技术方案 3

第二章 在线开放课程平台教学理念对顾客黏性的影响——以《网络营销》课程教学平台为例 5

2.1《网络营销》在线开放课程平台教学理念 5

2.2教学理念对在线开放课程平台顾客黏性的影响描述性分析 5

2.2.1问卷设计 5

2.2.2教学理念对顾客黏性的影响描述性分析 5

2.3教学理念对在线开放课程平台顾客黏性的影响相关性分析 7

2.3.1教学理念对顾客黏性的影响模型构建 7

2.3.2变量定义与研究假设 8

2.3.3教学理念对用户黏性的影响模型实证检验 8

2.4结果及分析 10

第三章 在线开放课程平台教学资源对顾客黏性的影响 11

3.1在线开放课程平台教学资源应具备特点 11

3.1.1优质的教学资源 11

3.1.2资源碎片化 11

3.1.3建立好良好的导航系统 11

3.2教学资源对在线开放课程平台顾客黏性的影响描述性分析 12

3.2.1问卷设计 12

3.2.2教学资源对顾客黏性的影响描述性分析 12

3.3教学资源对用户黏性的影响相关性分析 14

3.3.1教学资源对用户黏性的影响的模型构建 14

3.3.2研究假设 14

3.3.3教学资源对顾客黏性的影响模型实证检验 15

3.4结果及分析 16

第四章 研究结论 17

致谢 18

参考文献 19

附录 21

第1章 绪论

1.1选题的目的和意义

随着信息化建设逐渐深入到高校，在线开放课程平台已成为教学中不可缺少的一部分，新的网络传播模式使教学过程中师生的关系趋于平等，学生主动性加强。