The research of online atmosphere and interaction design to experiential elements and learning satisfaction influence from experience economy – taking e-learning as an example

• Main Authors: Chih-Shuo, Cheng, 程之碩
• Other Authors: Yie-Fang, Kao
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/89592205399541626312

碩士 === 輔仁大學 === 管理學研究所 === 93 === In recent years, whether in many related subjects of consumer behavior in experience such as experience, experience economy and experience marketing, many scholars and researchers in consumer behavior research begins to treat them seriously day after day. Following the Internet prosperity and going through the froth of 2001, the second wave of Internet value-added service will restart this year and e-Learning becomes the mainstream of the next wave in digital content industry. When the information platform has established, the educational models have formed, and the industry have completed the countermeasure, truly attracting way in learners’ vision will not only be the system platforms or teaching methods, but also more important experience. What is the next step of industry when facing experience economy approaching? Per integration of prior researches, the research refers to the prior studies of atmosphere in physical retailer stores and online ones, central route and peripheral route in ELM model and make a inference of the construct in online atmosphere in e-Learning. The online atmosphere in e-Learning includes two major variables, one is “design of teaching materials” and another is “design of user’s interfaces”. Otherwise, referring to prior studies of interaction, the research obtains another construct in interaction design in e-Learning. The interaction design in e-learning includes two major variables, one is “design of interaction between human beings and machines” and another is “design of interaction among people”. Meanwhile, per prior studies in experiential elements, the research adopts “surprising” and “participation” as the dependent variables and deduce that final variable - “learning satisfaction”, online learner’s influence. Base on the viewpoints of experience economy, the research of online atmosphere and interaction design to experiential elements and learning satisfaction influence in e-Learning procedure. Taking e-Learning websites in Taiwan as examples, this research investigates e-Learning learners’ experience in e-Learning procedures in Taiwan. Subjects of this research are those learners who have experiences in domestic e-Learning website in Taiwan. By convenient sampling and sending email with leased email database and e-DM software to attract people login the questionnaire website and fill the questionnaire, there’re 3634 times unrepeated login IP and 525 times filled after click totally, in which 525 questionnaires were recycled and 421 copies were verified. This study adopted descriptive analysis, correlation analysis, reliability and validity analysis, multiple regression, and LISREL as the statistic tools. The results of study are as the following: First of all, the effectiveness of design of user’s interfaces in online atmosphere, the effectiveness of design of interaction between human beings and machines and the effectiveness of design of interaction among people in interaction design are positively related to the surprising of experiential elements. Secondly, the effectiveness of design of user’s interfaces in online atmosphere, the effectiveness of design of interaction between human beings and machines and the effectiveness of design of interaction among people in interaction design are positively related to the participation of experiential elements. Third, the effectiveness of design of teaching materials is positively related to the learning satisfaction. Forth, the surprising and participation of experiential elements are positively related to the learning satisfaction. Fifth, the design of interaction has insignificant effect on learning satisfaction. Sixth, the indirect effect of experiential elements to learning satisfaction is higher than the direct effects of online atmosphere and interaction design to learning satisfaction. By literatures integration, this study refers that influence of e-Learning experience factors online atmosphere and the interaction design as the major variables. And the study also refers to prior studies in experience economy and extracts two experiential elements – “Surprising” and “Participation” for dependent variables and influent the learning satisfaction for sure. Simultaneously, discussing about the online atmosphere and interaction design to experiential elements and learning satisfaction influence and prove that if the effectiveness of design of interaction among people is better, the level of experience will be higher and the indirect effect of learning satisfaction will also be higher. By application of online atmosphere and interaction design in management field, it may cause the higher level experience and raise the learning satisfaction. In addition, interaction design has insignificant effect to learning satisfaction and solved by experiential elements with indirect effect. When facing the experience economy approaching, only providing more positive learning experience to online learners by unique way and aggressive input may raise the learning satisfaction. According to the results, we suggest increasing more variables to reinforce the experiential elements and learning satisfaction in the future studies and find out a more complete learning experience structure. By finding more experiential elements from different industries and including Internet community or involvement as interfering variables for interfering effect studies, the research will be more better.