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论文编号：	16176
作者编号：	2120243821
上传时间：	2026/6/16 21:57:49
中文题目：	可供性视角下移动学习APP对用户推荐意愿的影响研究
英文题目：	Research on the Influence of Mobile Learning Apps on Users'' Recommendation Intention from the Perspective of Affordance
指导老师：	许晖
中文关键字：	移动学习APP；媒介可供性；感知价值；推荐意愿；自我效能感
英文关键字：	Mobile Learning Apps; Media Affordance; Perceived Value; Recommendation Intention; Self-efficacy
中文摘要：	近年来，在移动通信技术与智能终端普及的驱动下，移动学习APP快速发展，成为学习者获取知识的重要渠道。其中，词汇类移动学习APP凭借其便捷性、个性化和算法驱动的学习机制，吸引了大量用户。平台的设计特性如何影响用户的推荐意愿，成为企业与学术研究的共同议题。现有研究多聚焦于用户采纳和持续使用阶段，较少从媒介可供性视角系统揭示推荐意愿的形成机制，且缺乏对移动学习场景下可供性维度的结构化探索。 本研究基于刺激－有机体－反应（SOR）模型和需求－可供性－特征（NAF）理论，构建媒介可供性→感知价值→推荐意愿的整合框架，并引入自我效能感作为调节变量，探讨移动学习APP媒介可供性对用户推荐意愿的影响机制。研究采用案例研究与问卷调查相结合的方法。首先本研究选取扇贝单词、不背单词、墨墨背单词三款主流词汇类移动学习APP，收集官网信息、新闻报道、应用商店用户评论以及社交媒体用户分享等多源数据，发现移动学习APP媒介可供性的五个关键维度：物理可供性、认知可供性、情感可供性、控制可供性和触发可供性。在此基础上提出研究假设并构建理论模型，进一步通过问卷调查和实证分析对相关假设进行检验。研究结果表明：第一，移动学习APP的媒介可供性可以被归纳为物理可供性、认知可供性、情感可供性、控制可供性和触发可供性五个维度；第二，媒介可供性五个维度对用户推荐意愿均存在正向影响；第三，感知价值在媒介可供性五个维度与推荐意愿之间发挥部分中介作用；第四，自我效能感在情感可供性、控制可供性、触发可供性与感知价值之间起到负向调节作用，即对于自我效能感较低的用户，这三类可供性对感知价值的正向影响更强，而在物理可供性和认知可供性路径上的调节效应不显著。 本研究对移动学习APP情境下媒介可供性的具体维度表现及其影响用户推荐意愿的作用机制提供了补充性研究证据，也为移动学习类APP优化产品设计和提升用户推荐意愿提供了参考建议。
英文摘要：	In recent years, driven by the development of mobile communication technology and the widespread adoption of smart devices, mobile learning apps have developed rapidly and become an important channel for learners to acquire knowledge. Among them, vocabulary mobile learning apps have attracted a large number of users due to their convenience, personalization, and algorithm-driven learning mechanisms. How platform design features influence users' recommendation intention has thus become a shared concern of both business practice and academic research. Existing studies have mainly focused on user adoption and continuance intention, while paying relatively little attention to the formation of recommendation intention from the perspective of media affordances. In addition, there remains a lack of structured exploration of affordance dimensions in the context of mobile learning. Drawing upon the Stimulus-Organism-Response (SOR) theory and the Needs-Affordances-Features (NAF) theory, this study develops an integrated framework linking media affordances, perceived value, and recommendation intention, and further incorporates self-efficacy as a moderating variable to examine the mechanism through which media affordances of mobile learning apps affect users' recommendation intention. A mixed-method research design combining case study and questionnaire survey was employed. First, three mainstream vocabulary mobile learning apps, namely Shanbay, Bubeidanci, and Maimemo, were selected as cases. Multi-source data were collected from official websites, news reports, app store user reviews, and user-generated content on social media. Based on the case analysis, five key dimensions of media affordances in mobile learning apps were identified, namely physical affordance, cognitive affordance, emotional affordance, control affordance, and trigger affordance. On this basis, research hypotheses were proposed and a theoretical model was constructed, which was further tested through questionnaire survey and empirical analysis. The results indicate that, first, the media affordances of mobile learning apps can be categorized into five dimensions: physical affordance, cognitive affordance, emotional affordance, control affordance, and trigger affordance. Second, all five dimensions of media affordances exert positive effects on users' recommendation intention. Third, perceived value plays a partial mediating role in the relationships between the five dimensions of media affordances and recommendation intention. Fourth, self-efficacy negatively moderates the relationships between emotional affordance, control affordance, trigger affordance, and perceived value. More specifically, for users with lower self-efficacy, these three types of affordances have a stronger positive effect on perceived value, whereas the moderating effects on the paths involving physical affordance and cognitive affordance are not significant. This study provides supplementary empirical evidence on the specific dimensional manifestations of media affordances in the context of mobile learning apps and the mechanism through which they influence users' recommendation intention. It also provides practical suggestions for optimizing product design and enhancing users' recommendation intention in mobile learning apps.
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