网络视频服务用户行为意愿实证研究

发布时间：2018-05-05 09:47

本文选题：网络视频服务 + 用户行为意愿　；参考：《华中科技大学》2012年博士论文

【摘要】：近年来，，随着网络技术和流媒体技术的进步，网络视频服务业得以产生并迅速发展。网络视频服务的本质是以用户为中心的服务，满足用户的需求是任何一种信息服务的最根本所在，而用户的需求又体现在其使用服务时的各种行为规律上。在网络视频服务中，用户是视频服务内容的消费者，也是视频服务内容的重要创作者、提供和上传者，同时也是视频服务内容的主要传播者；用户的这些角色体现在其三大主要行为上：内容使用行为、内容生成上传行为和内容传播行为。对网络视频服务中用户的行为规律及影响模型的探索，对于视频服务提供商在制定用户服务模式及制度时可以提供理论指导和工具模型支持。首先探究了视频服务的内容分发网络构架，构建了视频服务中企业间协作服务的范式，为进一步对视频服务用户行为的研究奠定了基础。提出了一种基于CDN与P2P集成平台的网络视频服务分发架构，能够较好地应用于网络视频内容服务。从服务企业运营角度出发，构建了两种类型的企业间网络视频协作服务模式的范式结构：单核集中化纵向企业协作服务模式和多核网络化企业协作视频服务模式。在分析网络视频服务及视频用户特征的基础上，构建了网络视频服务用户行为意愿的研究框架模型。视频用户的内容使用行为是视频服务商首要关注的问题，是视频服务存在的根本，用户通过对视频内容的浏览使用，以满足用户的视频信息需求；考察了网站质量、信息质量和服务质量中的可靠性、响应性、保证性、关怀性等因素对视频用户内容使用行为意愿的影响。研究结果表明，网站质量和信息质量对视频用户内容使用满意度的影响作用显著，进而显著影响视频用户内容使用的行为意愿；发现服务质量的可靠性、响应性与保证性可以合成一个为服务水平的公因子，服务水平显著影响视频用户满意度，进而影响视频用户内容使用行为意愿。用户的视频内容生成上传行为，可以给视频服务带来大量的视频内容资源，基于用户对视频内容的众创模式，视频服务的运作效率将得到提高；论文以技术接受模型理论为基础，构建并实证检验了网络视频用户内容生成上传行为意愿模型。研究结果表明，感知趣味性、感知有用性、感知激励性、利他性和社会身份认同对视频用户内容生成上传行为意愿的影响显著，而技术接受模型中的维度之一，感知易用性的影响作用并不显著。网络用户对视频内容的传播行为，将在很大程度上推广和传播视频网站及其服务的知名度，用户口碑广告传播迅速、效果显著，这种传播行为还可以极大地推动蕴含在视频内容中的信息和知识的扩散和交流，有利于社会和文明的进步。论文主要考察了服务平台支持、关心他人、帮助公司、社交利益、视频质量和积极自我提升对视频用户内容传播行为意愿的影响。研究结果表明，服务平台支持、关心他人、社交利益、视频质量和积极自我提升等因素对网络视频用户内容传播行为意愿有显著的影响作用，其中，积极自我提升的影响作用最为显著。
[Abstract]:In recent years, with the progress of network technology and streaming media technology, the network video service industry is able to produce and develop rapidly. The essence of the network video service is user centered service, to satisfy the user's needs is the most fundamental of any kind of information service, and the requirement of the user is reflected in the various behavior rules of the service. In the network video service, the user is the consumer of the content of the video service, the important creator of the content of the video service, the provider and the uploading, and the main communicator of the content of the video service; the users' characters are embodied in the three main behaviors: the content use behavior, the content generation and uploading behavior and the content spread. The study of behavior rules and influence models of users in network video service can provide theoretical guidance and tool model support for video service providers in formulating user service mode and system.
Firstly, the content distribution network architecture of video service is explored, the paradigm of inter enterprise collaboration service in video service is constructed, which lays the foundation for further research on user behavior of video service. A network video service distribution architecture based on CDN and P2P integration platform is proposed, which can be better applied to network video content service. From the perspective of service enterprise operation, two types of paradigm structure of inter enterprise network video collaboration service mode are constructed: single core centralized vertical enterprise cooperative service mode and multi core network enterprise collaborative video service mode. Based on the analysis of network video service and video user characteristics, the network video service is constructed. A framework model for the user's behavioral intention.
The content use behavior of video users is the primary concern of video service providers. It is the root of video service. Users browse and use video content to meet the user's demand for video information. It examines the quality of the website, the reliability of information quality and quality of service, responsiveness, assurance, caring and so on. The results show that the quality of the web site and the quality of information have a significant impact on the satisfaction of video user content, and thus significantly affect the willingness to use the content of video users, and the reliability of the quality of service, responsiveness and assurance can be used to synthesize a public cause of service level. The service level significantly affects the video user satisfaction, thereby affecting the user's willingness to use content.
The user's video content generation and uploading behavior can bring a lot of video content to the video service. Based on the user's creation model of the video content, the efficiency of the video service will be improved. Based on the theory of technology acceptance model, the paper constructs and empirically tests the intention of the content generation and uploading behavior of the network video users. The results show that perceived interest, perceived usefulness, perceived motivation, altruism and social identity have a significant impact on the content of video users' content generation and uploading behavior, while one of the dimensions in the technology acceptance model is not significantly affected by the impact of perceived ease of use.
The communication behavior of Internet users to video content will popularize and disseminate the popularity of video websites and their services to a great extent. It is very rapid and effective to use Hukou advertisements. This kind of communication can also greatly promote the spread and communication of information and knowledge contained in video content, which is beneficial to the progress of society and civilization. This paper mainly investigates the influence of service platform support, caring about others, helping the company, social benefits, video quality and positive self promotion on the content of video users' content transmission behavior. The results show that service platform support, care for others, social benefits, video quality and positive self promotion are related to the content of network video users. Sowing willingness has a significant impact, and positive self promotion is the most significant.

【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F49;F224

【参考文献】