基于AMOS技术的“微博群”非正式学习模式研究

戴德宝¹  刘蕾²

（1.上海大学管理学院，上海 200444；

2.嘉兴学院 南湖学院，浙江嘉兴314001）

[摘要]随着技术的发展，非正式学习得到了广泛重视。文章在现有研究和意见领袖理论的基础上，探究“微博群”环境下的非正式学习模式。本文首先将群内学习分为个体学习和协作学习两个相互促进的部分，然后基于群内领袖层存在假设及学习者进入领袖层的相关影响因素，使用面向AMOS技术的结构方程模型方法进行实证分析。研究发现，微博群不仅存在领袖层，而且贡献率、持续使用意图、分享意图和能力是成员能否进入领袖层的直接决定因素，决定性强弱依次变小；能力、信息采纳可能性、分享意图、持续使用意图间接性影响程度依次减弱；总效应方面，能力影响最强，其后依次是持续使用意图、贡献率、分享意图和信息采纳可能性。信息采纳可能性总体影响不大的原因是该因素主要作用于学习过程的初始期，没有明显的后续效应。研究说明非正式学习者要进入微博群领袖层，重要的是加强个人的知识基础、信息传播和信息处理能力等。

[关键词]非正式学习；学习模式；意见领袖； 微博群；AMOS

[中图分类号]G434

[文献标识码]A

[文章编号]1007-2179(2013)06-0108-09

[收稿日期]2013-09-01

[修回日期]2013-10-18

[基金项目]上海市教委科研创新项目：基于网络的非正式学习模式研究（13YS015）。

[作者简介]戴德宝，上海大学管理学院副教授，研究方向为网络学习、电子商务和企业信息化等（daidebao@163.com）；刘蕾，嘉兴学院南湖学院助教。

An Empirical Research on Informal Learning Model

in the Micro-blog Group Based on AMOS

DAI Debao¹ & LIU Lei²

（1.Management School of Shanghai University，Shanghai 200044,China；

2.Nanhu College of Jiaxing University，Jiaxing 314001,China）

Abstract: In the new Age of Internet,the informal learning becomes more and more important. According to existing researches and opinion leader theory as well as the practical environment of Micro-Blog group, this paper deals with the informal learning model among the members in Micro-Blog group. In this research, group learning is firstly divided into two positive interactional parts: Individual learning and collaborative learning； based on the assumption of the opinion leaders existing in a Micro-Blog group and some related influencing factors for learners entering leadership, the structural equation modeling by AMOS is used to analyze the influence degrees empirically. The results show that there are opinion leaders existing in the Micro-Blog group, and there are some direct influential factors for members entering leadership, these factors are degree of contribution，continuance usage intention, sharing intention and capacity，which in turn weakens； the indirect influences include capacity, information adoption possibility, sharing intention and continuance usage intention，which in turn weakens； for the total effect, capacity is the strongest, the next factors in order are continuance usage intention, degree of contribution, sharing intention and information adoption possibility. This research reminds the members in the Micro-Blog group that it is important of individual knowledge with information transmission and processing capacity for entering leadership in the Web2.0 environments.

Key words: informal learning； learning model； opinion leader； Micro-Blog group；AMOS