Guangxi Normal University, Guilin, China
Since the outbreak of the COVID-19 in 2019, online learning has become an important way of acquiring knowledge, and informal online learning communities are more flexible in terms of knowledge co-creation and sharing. How to establish and maintain user stickiness in online learning communities is an important issue for the long-term survival and development of communities. Based on the theory of interactive ritual chains, this paper explores the influence of interactive rituals on users' sticky behavior, using short-term user satisfaction as a mediating variable, and uses the findings to build a user-type matrix to further analyze users and build a user relationship maintenance network for different types of users.
Online learning communities; User satisfaction; User stickiness; Interactive ritual chain theory
Wu Qiqi. A study of factors influencing user stickiness behavior in online learning communities—Based on the theory of interactive ritual chains. The Frontiers of Society, Science and Technology (2023) Vol. 5, Issue 4: 50-56. https://doi.org/10.25236/FSST.2023.050409.
 Li Yan, Chen Xinya, Chen Yixuan, et al.(2020). Investigation and insights into online learning of university students during the epidemic: the case of Zhu Kezhen College of Zhejiang University. Open Education Research (05), 60-70.
 Yan Kailun, Wang Hongli, Li Mingcheng.(2021). A study on students' satisfaction with online foreign language learning and its influencing factors in higher education. Foreign Language (05), 23-32.
 Wan Kun, Zheng Xudong, Ren Youqun.(2020). Is online learning ready for scale? -- Reflections on the application of online learning and smart technologies in the post-epidemic period. Journal of Distance Education(03), 105-12.
 Cha Xianjin, Zhang Kun, Yan Yalan.(2022). Root analysis of the formation mechanism of herd selection behavior on online learning platforms. Library Intelligence Work(02), 90-8.
 Fan Chuanguo.(2022).Deng S. Exploring the interaction model of bilibili website from the perspective of interactive ritual chain. Media Watch(04), 80-6.
 Luo Yunjuan, Zhang Huan.(2022). The co-creation of regional cultural tourism image in ShakeYin interactive ritual chain. Contemporary Communication(03), 106-9.
 Li Junpeng, Ru Wenjun.(2020). On interactive ritual chains in virtual communities. Guangdong Social Science(04), 201-11.
 Li Rui, Zheng Chao, Yin Song, et al.(2022). Study on the emotional experience process of rituals and the awakening mechanism of host-guest interaction among ethnic village tourists: an example of the "High Mountain Flowing Water" toasting ceremony. Human Geography(02), 94-102.
 Zeng Linhao, Zeng Zhenhua.(2019). Scene fusion and identity hybridization: the use of WeChat's friend circle under media context theory. Journal of Editing(01), 25-9.
 Zhou Tao, Chen Kexin, Deng Shengli.(2019). Research on the mechanism of continuous engagement behavior of social learning users. Modern Intelligence(01), 43-50.
 Li XG, Yan H.(2019). Research on the construction of learning online communities for college students' ideological and political education. Ideological education research(06), 109-13.
 NADEEM W, JUNTUNEN M, SHIRAZI F, et al.(2020). Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting and Social Change(151), 119786.
 DENG X, YUAN L.(2020). Integrating technology acceptance model with social capital theory to promote passive users’ continuance intention toward virtual brand communities. IEEE Access(8), 73061-70.
 Yang N., Chen H.(2019). Where does consumer citizenship behavior in virtual brand communities come from - a perspective based on social capital theory. Business Economics(09), 31-8.
 Liu Dehuan, He Tong.(2018). User self-representation and social relations in the context of mobile live streaming. Journalism and writing(09), 54-60.
 Xiao Bin.(2015). A study on the influence of WeChat's friend circle on interpersonal communication among college students: a perspective based on the theory of strong and weak relationships. Journal of Educational Scholarship (10), 93-8.
 GRANOVETTER M S.(1973). The strength of weak ties [J]. American journal of sociology(6), 1360-80.
 Xu Deya, Liu Tingting.(2021). Strong and weak relationships and acquainted strangers: a study of mobile app-based socialization. Journalism University(03), 49-61+119.
 BOULIANNE S.(2015). Social media use and participation: A meta-analysis of current research. Information, communication & society(5), 524-38.
 Wang Meyue, Wang Ping, Jia Qiong, et al.(2019). Research on the stickiness-driving mechanism of academic virtual communities based on dynamic user portraits. Modern intelligence(07), 9-17.
 Qi, Xianghua.(2021). Research on library user segmentation based on satisfaction and loyalty. National Library Journal(03), 42-54.
 Zeng Lanlan, Ma Yong. (2021). Study on user stickiness of online taxi in the context of sharing economy. Business economics(08), 154-60.
 LIEN C-H, CAO Y, ZHOU X.(2017). Service quality, satisfaction, stickiness, and usage intentions: An exploratory evaluation in the context of WeChat services. Computers in human behaviour (68), 403-10.
 Wu Mingqin. (2018). Perceived entertainment, switching costs and user stickiness in the context of retail enterprise transformation. Business economics research (02), 27-30.
 Wang Rong, Wei Heng.(2017). A study on the three-dimensional interaction mechanism of customer loyalty influencing customers' willingness to switch from the perspective of rational behavior: an example of China's mobile communication market. Journal of Harbin University of Commerce (Social Science Edition)(04), 11-22+58.