Research On Online Education Consumer Behavior And Management Optimization Based On Complex Network

Tao Xingzhi,a famous educationist,said that "education is for the public and the world is for the public." As the foundation of national social development,the importance of education is reflected in technological progress,talent training,and teaching and determines the path and direction of national social development.With the Internet plus education mode becoming a breakthrough in education development,more and more people are using online education to learn and enrich.It also makes online education more recognized by society,and online education has entered a high development speed.In academic research,experts and scholars have a comprehensive discussion on online education content.However,with the continuous improvement of people’s demand for online education,the research on the behavior of online education consumers is relatively weak,especially the discussion on the selection behavior of online education consumers and related management optimization problems.This paper based on the multi-disciplinary contents of management,education,behavior,and communication,and from the perspective of complex network theory.It makes in-depth and systematic research on the behavior of online education consumers and related management optimization to enrich the content of the online education research field and better serve the needs of online education consumers.This paper systematically combs the relevant literature of complex network theory,rational choice theory,online education theory,and management optimization theory.Secondly,it summarizes the development status and problems of online education.Then,it makes comprehensive research on the consumer behavior of online education from the perspective of complex networks and carries out the management optimization design according to the research results.The second mock exam is used to clean and visualize the data of online education consumers’ choice.The results show that consumer’ online behavior in online education is characterized by networks and can meet the needs of complex network models.The method can be studied by using a complex network method.Four Through the research,it is found that each data node does not exist independently,and there are clear and diverse connections between nodes.Study 1:Online education consumers’ choice behavior data is cleaned and visualized through the bipartite network modeling method.It is verified that it presents network characteristics.Furthermore,it aligns with the complex network model and can be studied by complex network methods.Through the research on the network characteristic structure of online education consumers’ choice behavior,this paper further demonstrates that online education consumers’ choice behavior has network characteristics,dissemination,and logical originality.It emphatically analyzes the clustering types and characteristics of online education consumers’ choices.It is found that each data node does not exist independently,and there are clear and diverse connections between nodes.According to the analysis of core nodes,most users who choose core node courses will choose some courses related to core nodes,which are the critical nodes in the network.Although the number of these nodes is relatively small,they can quickly influence other nodes and the behavior of online education consumers.Through these nodes,the choice trend of online education users can be reflected.The bipartite network construction method verified that online education consumers’ behavior conforms to the basic model of a complex network,which better explains the correctness and value of using a complex network method to study online education consumers’ behavior.Study 2:Secondly,based on the research of online education consumers’ behavior characteristics,the rational choice theory is used to explore further the influencing factors of online education consumer’choice behavior.From the perspective of rational choice theory(RCT),this paper studies online education consumer’ choice behavior.From the theoretical level,online education consumers are regarded as "rational people." The practical level proves that online education consumers follow and conform to the internal operation mechanism and external development law of rational choice theory when choosing online education products or resources.Through the research method of the structural equation,the new model of influencing factors of online education consumers’ choice behavior is systematically verified,and the influence of different dimensions of influencing factors on online education consumers’ choice behavior is obtained.On the contrary,the stronger with the purchasing power and the structural constraints.As an essential measurement standard,social factors have been proved to have a significant positive impact on the rational choice behavior of online education consumers.On the one hand,it reflects that the trend of continuous learning is becoming more and more prominent in the current society;on the other hand,it reflects that the motivation of public individual autonomous learning still needs to be strengthened.The addition of word-of-mouth factors creatively enriches the connotation of the theoretical selection model and provides important factor indicators for the study of online education consumer choice behavior.Study 3:Thirdly,the characteristics of online education consumers’choice behavior spreading in the network are systematically analyzed by simulation method.By applying relevant theories,simulation experiments are carried out using the change of parameter setting and simulation iteration method,and the numbers and state changes of vulnerable nodes,spreading nodes,immune nodes,and reinvested nodes in the network and the spreading process obtained.After infection,the number and state of nodes in the simultaneous interpreting process are changed.With the increase of time,the number of online education consumers who spread their choice behavior will increase,and the number of susceptible consumers will gradually decrease.Most consumers will gradually become immune consumers after being affected by the information and some will change into communication consumers.After becoming immune consumers,some consumers will produce new communication behavior and continue the communication process.With time,the number of dissemination consumers also gradually decreases after the message dissemination and finally approaches a stable value.The change of parameters significantly impacts the experimental results and dissemination effect.Experiments also show that time is not the essential factor to promote the effective dissemination of messages in some cases.Even if time is very abundant and the dissemination strength and scale of information or behavior are limited,it is difficult to change the state of vulnerable consumers after receiving messages.Study 4:Fourthly,through the study of online education consumer choice behavior,the main problems existing in the development of online education choice behavior are solved theoretically.From the practical level,according to the conclusion of online education choice behavior research,this paper puts forward management optimization suggestions from online education consumers,online education enterprises,and the online education industry.They are constructing an online education consumer choice system of process re-engineering,building an online education management value system of value co-creation,and building public supervision system of the online education industry that keeps pace with the times.In terms of consumer behavior management,based on the particularity of online education consumer choice behavior and combined with the needs of online education consumers,the construction of process re-engineering online education consumer choice system plays a significant guiding role in standardizing and guiding online education consumer behavior.Although the main driving force of the online education industry is the business development system dominated by enterprises,online education is still education.Therefore,building a set of online education enterprise value co-creation management value systems is necessary.In terms of industry management,the construction of public supervision system of the online education industry is not only a necessary guarantee to ensure the healthy and orderly development of the online education industry from the perspective of government and public management,but also strong support for the development of online education industry at the national level.Provide sustainable support for the development of online education,a hot industry,from the perspective of the overall system.The research innovation of this paper mainly focuses on four aspects:first,it breaks through the previous research on online education consumer behavior only from the aspects of pedagogy or management.This paper demonstrates the characteristics of online education from the perspective of multi-disciplinary selection and behavior of online education.It demonstrates the characteristics of online education from consumer behavior and management.The characteristics of communication and logical primitiveness prove that the online education consumer choice behavior on distinct networks conforms to the characteristics of complex networks.On this basis,the core nodes and composition of the online education consumer choice behavior are summarized,laying a foundation for the in-depth study of the fundamental significance and connotation of online education consumer choice behavior.Secondly,theoretically,it opens up a new dimension of online education consumer behavior research.Based on the combination of rational choice theory(RCT)and structural equation modeling(SEM),this paper systematically expounds on the main influencing factors of consumer behavior in online education.The empirical test proves that the RCT-SEM model is established and draws a reliable conclusion:that is,the main influencing factors of online education consumers’ choice behavior are personal,social factors,advertising factors,and word-of-mouth factors.Under the framework of rational choice theory,this paper studies the choice behavior of online education consumers demonstrates that the choice behavior of online education consumers conforms to the rational choice theory,and the behavior of online education consumers belongs to rational behavior.Personal interests and value preferences,structural constraints,and word-of-mouth are essential aspects that affect the choice of online education consumers.Innovatively introduce the word-of-mouth factor into the RCT-SEM model,and verify that the influencing factors are established.It is concluded that the word-of-mouth factor is an important index affecting the selection behavior of online education consumers.Through empirical research,it is proved that "word-of-mouth-rational choice" theory is an essential measure of online education consumers’ choice behavior.Thirdly,methodologically,it innovatively explores a new research way of online education consumer behavior communication.By using the infectious disease model and simulation method,this paper expounds on the transmission path of online education consumers’ choice behavior and reveals the dynamic transmission mechanism of online education consumers’ choice behavior.Previous studies on online education consumer behavior mainly were explored from a static perspective.This paper makes a systematic study of the combined dynamic and static from the perspective of communication dynamics and comprehensively and visually restores the whole psychological process and practical process of online education consumer selection behavior from the dynamic communication process of online education consumer choice behavior.There is a clear development context for the choice behavior of online education consumers from per-formation to formation,formation,and then to the prediction of future behavior,which plays an essential role in comprehensively understanding the development and influence of online education consumers’ choice behavior.Fourthly,put forward reasonable suggestions on the management optimization of online education consumer behavior:build an online education consumer selection system of process re-engineering,an online education on enterprise management value system of value creation,and a public supervision system of the online education industry that keeps pace with the times,It has laid a good foundation for the development of online education industry and the optimization and upgrading of industry management theory.The management optimization of online education consumer behavior can be studied from three levels:individual consumer behavior,organization management,and public sector industry supervision.According to the characteristics of online education,this paper puts forward that the optimization management of consumer behavior can guide individual consumers to choose online education resources accurately and maximize their interests.The optimization of the organization and management of the online education platform can better standardize the development behavior of enterprises.Match the management with the development of the industry,and continue the strategic opportunity period of enterprise development.The optimization of public management of the online education public sector can more accurately,clearly,and prospectively lay an excellent business environment for the development of the online education industry and promote the sustainable and healthy development of the online education industry.Based on the above research,this paper looks forward to the future development direction of online education.In the future,online education and offline education will be deeply integrated to enhance the complementarily of education.Standardize the development objectives of online education,establish a correct educational concept,clarify the strategic positioning of online education in the country,and better promote the historical process of the great rejuvenation of the Chinese nation.