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ERIC Number: EJ1402600
Record Type: Journal
Publication Date: 2023
Pages: 28
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1360-2357
EISSN: EISSN-1573-7608
Available Date: N/A
Does Review Replying Matter? Influence of Online Course eWOM on Learning Satisfaction
Liu, Lei; Luo, Yanyang; Yin, NaJia
Education and Information Technologies, v28 n12 p15469-15496 2023
Despite emerging use of review replying function in online course eWOM, little attention has been paid to its role. The lack of theoretical researches and contradictory views have caused great inconsistencies in practice. The research designed two studies to explore the impact of review replying. Based on real data crawled, study 1 explored the relationship between review replying and learners' satisfaction. Based on social presence theory, study 2 analyzed the mediating effects of social presence and perceived learning between review replies and learning satisfaction, as well as the moderating effects of learners' participation degree. The two studies provide empirical evidence that review replying could increase learning perception and learning satisfaction by enhancing learners' social presence, no matter they are commenters (posters and repliers) or divers. Qualitative features (what people say) instead of numeric features (how much people say) of review replying determine how learners feel about online courses. The findings of research suggest online course providers to adopt review replying function as a new interactive tool, and encourage learners to engage in vivid and emotionally charged eWOM communication.
Springer. Available from: Springer Nature. One New York Plaza, Suite 4600, New York, NY 10004. Tel: 800-777-4643; Tel: 212-460-1500; Fax: 212-460-1700; e-mail: customerservice@springernature.com; Web site: https://link-springer-com.bibliotheek.ehb.be/
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: N/A