Emotional Value in Online Education: A Framework for Service Touchpoint Assessment

To enhance the online education service experience, the emotional valence of the user was studied as an evaluation variable, and both qualitative and quantitative research were used to find how to evaluate online education service touchpoints. First, deconstruct the system service interface with the interactive touchpoint matrix, set service evaluation indicators from four aspects, visual guidance, learning resources, after-class evaluation, and interactive feedback, and build an online education service touchpoint evaluation system. Secondly, using Tencent Classroom as the target of research, an online education service rating experiment is created based on the two dimensions of emotional valence and perceptual cognition. With the aid of a questionnaire survey and analytic hierarchy process (AHP), a multidimensional evaluation of online education service touchpoints is accomplished using the learners’ emotional enjoyment, activation, dominance, touchpoint satisfaction, and importance as measuring indicators. Finally, concluding the assessment and optimization of online education service touchpoints, the evaluation data for the service are combined, and the evaluation results are generated using visual design. This study includes successful strategies and practical recommendations for boosting interest in e-learning services, user initiative, and excitement for learning.