Research on the Influence of Socialization Strategy of Online Educating Platform on Users' Learning Behavior

Abstract

This paper researches on the influence of socialization strategies on users' learning behavior in online educating platform. According to the organizational socialization theory, four typical socialization strategies of brand communities are studied: information feedbacking, interactive supporting, member educating, and information providing. The study reveals that the above four strategies all have positive influences on social identification, and then promote learning frequency and time. The study also illustrates that the economic stimulus (i.e., extrinsic motivation) of platform has influences on the behavior (i.e., learning frequency and time) of users on it. This research sheds light on that extrinsic motivation of learning has enhancing/crowding out effect on the internal motivation of users.