视频直播产品用户接受模型研究

发布时间：2018-08-06 09:53

【摘要】：随着网络环境的日渐成熟,智能手机、平板电脑、智能盒子和智能电视等也正逐渐得到普及,大量视频直播产品在应用市场随之大量涌现,直播行业进入了快速发展期,而竞争也进入了白热化阶段。然而,一款直播产品要想得到用户的认可,必须足够理解用户,即找到影响用户选择使用某款直播产品的关键因素,只有这样才能搅动红海得以长存。为了解决这一问题,首先本研究对用户接受理论进行了综述,借助TAM和TPB的扩展理论构建了假设模型的基础框架;其次,结合体验理论、感知风险理论和感知娱乐理论对基础框架进行了补充;最后,将性别、年龄、教育程度、收入水平等用户特征作为整个模型的外因变量,最终构建了完整的视频直播产品用户接受概念模型。接下来本研究设计了视频直播产品用户使用意愿影响因素的调查问卷,经预调研后对问卷进行了多次修正,并在多个渠道进行发放。对问卷进行回收后进行了清理,简单分析了人口统计学特征。然后本研究对问卷的信度和效度进行了检验,确认了问卷数据的可靠性和有效性后借助传统统计学分析软件SPSS Statistics 19对数据进行了单因素方差分析、相关和回归分析,得出了初步的实证结果。同时本研究还借助Amos Graphics 21对调查问卷进行了验证性因子分析和路径分析,经过多次修正,最终得到了视频直播产品用户接受模型。经对比后发现,结构方程模型分析与回归分析得到的结果仅有微小差异。两种分析方法都验证了感知有用性、感知易用性和促进条件对用户使用直播产品意愿的正向影响,以及感知风险对于使用意愿的负向影响。同时否定了感知体验、感知娱乐和社群影响对于用户使用直播产品意愿的影响。此外,本研究还发现了促进条件和感知易用性之间的强相关性。最后本研究在用户特征和影响因素两个层面对视频直播产品的改进和运营策略提出了建议,对视频直播产品持续满足用户需求、全面提升用户体验具有一定的指导意义。
[Abstract]:With the maturity of network environment, smart phone, tablet computer, smart box and smart TV are becoming more and more popular. A large number of live video products are emerging in the application market, and the live broadcasting industry has entered a period of rapid development. And the competition has also entered the white-hot stage. However, in order for a live product to be recognized by users, it must be understood enough to find out the key factors that affect the user's choice of using a live product so that the Red Sea can survive. In order to solve this problem, first of all, this study summarizes the theory of user acceptance and constructs the basic framework of the hypothetical model with the help of the extended theory of TAM and TPB. The theory of perceived risk and the theory of perceived entertainment complement the basic framework. Finally, the characteristics of users, such as gender, age, education level, income level and so on, are taken as the external dependent variables of the whole model. Finally, a complete concept model of user acceptance for live video products is constructed. Then this research designed the questionnaire of influencing factors of users' willingness to use of live video products. After pre-investigation, the questionnaire was revised many times and distributed in many channels. The questionnaire was collected and the demographic characteristics were analyzed. Then the reliability and validity of the questionnaire were tested, and the reliability and validity of the questionnaire data were confirmed. The data were analyzed by univariate ANOVA, correlation and regression analysis with the help of the traditional statistical analysis software SPSS Statistics 19. The preliminary empirical results are obtained. At the same time, this research also carries on the confirmatory factor analysis and the path analysis to the questionnaire with the aid of Amos Graphics 21, after many revisions, finally obtains the video live broadcast product user acceptance model. It is found that the results of structural equation model analysis and regression analysis are only slightly different. Both methods verify the perceived usefulness, the positive impact of perceived usability and facilitation conditions on the willingness of users to use direct broadcast products, and the negative impact of perceived risk on their willingness to use direct broadcast products. At the same time, it negates the influence of perceived experience, perceived entertainment and community influence on users' willingness to use live broadcast products. In addition, the study also found a strong correlation between facilitation conditions and perceived ease of use. In the end, the paper puts forward some suggestions on the improvement and operation strategy of video direct broadcast products in the aspects of user characteristics and influencing factors, which has a certain guiding significance for the continuous meeting of users' needs and the overall improvement of user experience.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F274

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