【摘要】 多边平台又称中间人经济,是支持不同群体之间交互的商业模式。信息技术的飞速发展促进了多边平台经济迅速崛起。MOOC平台具备典型的多边平台特征,从多边平台理论的视角对MOOC平台的运营机制进行了分析。首先,对MOOC平台的参与者进行了分类论述,提出了MOOC平台的主要参与者包括教师、学习者、课程提供机构、课程采纳机构及服务采纳机构;进而分析了MOOC平台的核心交互环节——教师和学习者之间的"MOOC教学/学习",并基于计划行为理论提出了MOOC平台核心交互影响因素的分析框架;接下来,论述了MOOC平台的分层的盈利模式;最后,基于分析结果对MOOC平台的运营提出了发展性建议。更多还原

【Abstract】 Multi-sided platform, known as middleman economy, is a business model that supports the interaction among different customer groups. The rapid development of information technology has promoted the rapid rise of multi-sided platform economy. MOOC platform has typical characteristics of multi-sided platform. This paper analyzes the operation mechanism of MOOC platform from the perspective of multi-sided platform theory. Firstly, the main participants of MOOC platform are classified into five user groups including teachers, learners, curriculum providers, curriculum adopters and service adopters. Secondly, this paper analyzes the core interaction of MOOC platform-"MOOC teaching/learning" between teachers and learners, and puts forward the analysis framework of influencing factors of MOOC platform’s core interaction based on the theory of planned behavior. Then, this paper discusses the layered profit model of MOOC platform. Finally, the development suggestions for the operation of MOOC platform are put forward based on the analysis results.更多还原