TV2.0时代女大学生的网络电视收视行为及其影响研究

发布时间：2018-05-17 06:30

本文选题：网络电视 + 科技接受模型　；参考：《西南大学》2013年硕士论文

【摘要】：随着科学技术与信息技术的发展、进步,传统媒体与新媒体的融合成为现实,网络电视的出现便是其中的一个典型代表。网络电视作为网络与电视相结合的产物,是一种全新的传播方式,它满足了受众越来越多样、专业、个性化的需求,同时也给受众带来一场电视消费革命。女大学生是大学生群体的重要组成部分,她们同样也是网络电视受众群体的重要成员,本文以女大学生受众为研究对象,运用问卷调查法、文献研究法,探讨女大学生采用网络电视的关键因素以及网络电视对女大学生自身的影响。本研究以科技接受模型作为主要理论参考,加入需求情况、知觉风险等自变量,在外在变量中引入大学生健康生活方式作为影响因素,籍此找出影响女大学生采用网络电视的因素和女大学生的生活方式与其各自的网络电视的使用行为是否相关。研究发现：知觉易用对网络电视使用行为有显著的影响；知觉有用、知觉娱乐、需求情况对使用意向有显著的影响,影响最大的是知觉有用；健康生活方式作为外在变量对使用行为有直接影响。本研究的创新主要体现在： (1)提出女大学生受众群体网络电视的使用行为特征：第一,女大学生受众群体所体验到的是个性化的内容传播；第二,不同专业、年级的女大学生在网络电视收看内容上的差异；第三,女大学生网络电视使用行为与自身生活方式向相联系。 (2)通过量化分析为网络电视的发展提供科学依据。本研究根据研究结果给网络电视经营者提供建议：第一,提升网络电视的知觉易用性,方便受众使用操作；第二,提高受众对于网络电视的知觉有用性；第三,满足女大学生群体的差异化需求,提高自身服务质量；第四,满足女大学生群体对网络电视的娱乐需求,提高自身用户粘度。 (3)通过对女大学生群体的网络电视使用行为与生活方式的研究发现,生Ⅱ活方式与网络电视使用行为相关,而且不同年级、专业的女大学生对于网络电视的使用时间与次数的不同,其生活方式也呈现显著差异。本论文对此提出两个建议：第一,学校加强对女大学生的网络媒介素养教育；第二,学校可通过影视作品来加强高校女生的德育教育,培养正确的价值观。本研究采用量化研究了解女大学生群体使用网络电视的行为受到哪些因素的影响,同时分析网络电视的使用行为与生活方式的相关性,对此还提出相关的建议。另外,本研究从传播学角度出发,借用消费行为学中的知觉风险概念,引入心理学中的大学生健康生活方式量表,为研究网络电视受众群体提供新的视角。
[Abstract]:With the development and progress of science and technology and information technology, the integration of traditional media and new media has become a reality, and the appearance of network television is one of the typical representatives. As a result of the combination of network and television, network television is a new way of communication, which meets the needs of more and more diverse, professional and individualized audiences. At the same time, it also brings a television consumption revolution to the audience. Female college students are an important part of college students, and they are also important members of network television audience groups. This paper discusses the key factors of female college students adopting network TV and the influence of network TV on female college students themselves. This study takes the scientific and technological acceptance model as the main theoretical reference, adds independent variables such as demand, perceived risk and so on, and introduces the healthy lifestyle of college students into the external variables as the influencing factor. In order to find out whether the factors that influence female college students to use network TV and the way of life of female college students are related to their behavior of using network TV. It is found that perceptual ease of use has a significant impact on the behavior of network TV use, perceptual usefulness, perceived entertainment, and demand have significant effects on the intention of using, and the most important influence is perceived usefulness. Healthy lifestyle as an external variable has a direct impact on the use of behavior. The innovation of this study is mainly reflected in: First, the female college students' audience groups experience personalized content dissemination; second, different majors, The difference in the content of female college students watching network TV. Third, the female college students' network TV use behavior is related to their own lifestyle. 2) providing scientific basis for the development of network TV through quantitative analysis. According to the results of the study, this study provides suggestions to network TV operators: first, to enhance the perception of network television ease of use, convenient audience operation; second, to improve the audience for the perception of network television usefulness; third, To meet the differentiated needs of female college students to improve their service quality; fourth, to meet the entertainment needs of female college students to network television, improve their own user viscosity. (3) through the study of network TV use behavior and life style of female college students, it is found that life style is related to network television use behavior, and different grades. There are significant differences in the life style of female college students with different time and times of using network TV. This paper puts forward two suggestions: first, the school should strengthen the network media literacy education for female college students; second, the school can strengthen the moral education of college girls through film and television works, and cultivate the correct values. In this study, a quantitative study was carried out to find out what factors affect the behavior of female college students in using network television, and to analyze the correlation between the behavior of using network television and lifestyle, and to put forward some relevant suggestions. In addition, from the perspective of communication, using the concept of perceived risk in consumer behavior, this study introduces the college students' healthy lifestyle scale in psychology to provide a new perspective for the study of network television audience groups.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G645.5;G206

【参考文献】