基于TAM的高校网络课程接受度影响因素研究

Research on the Influencing Factors to Accept the College Network Courses based on TAM

网络课程只有被接受、使用以及持续使用，其价值方能显现出来。为了引导高校网络课程设计、开发与应用迈向更高的台阶，该研究试图了解大学生接受网络课程的行为模式及影响因素。在技术接受模型的基础上，结合网络学习的特点，构建具有7个潜在变量的网络课程接受行为模型。采用问卷调查的方式，在江苏省部分高校采集数据。同时，选用结构方程模型作为分析工具，使用SPSS和LISREL两个分析软件，运用多变量路径分析方法，对学习者接受网络课程的行为意向与其各影响因素间的直接与间接影响效应关系进行详细分析。研究结果表明：学习者的感知有用性与其接受网络课程的行为正相关，而感知易用性却对接受行为的影响不显著。同时，网络课程的品牌形象、课程内容、课程功能与设计吸引力均与大学生接受网络课程的行为正相关。

Network course is accepted， use and continued use by us， its value can appear. In order to guide the design， development and application of network course in universities to a higher level， this study attempted to understand college students’ behavior and its influence factors for accept the network course. With the technology acceptance model as the theoretical basis， this study built acceptance behavior model of the network course with 7 latent variables combined with the characteristics of network learning. The data came from some of the colleges in Jiangsu province by means of questionnaire. At the same time， this study selected the structural equation model as an analytical tool， used these two analysis software as SPSS and LISREL， and used the multivariate method of path analysis to analyze the direct and indirect factors of behavior intention and its influential effect of the acceptance of network course. The research results show that the learners’ perceived usefulness and acceptance of the network course behavior are positively correlated， and perceived ease of use has no significant influence on the acceptance behavior. At the same time， brand image， content， function and design attractive of network course are associated with the college students to accept the network course.