健康类微信公众号用户接受行为实证研究

发布时间：2018-04-03 03:21

本文选题：健康类微信公众号　切入点：健康传播　出处：《暨南大学》2017年硕士论文

【摘要】：随着以微信为代表的社交媒体的快速发展,健康类微信公众号这样一种新型健康传播方式的出现,不仅极大冲击了传统健康类媒体的生存地位,也给健康传播带来了新的机遇。但是当前健康传播学界研究健康类微信公众号的论文较少。本文通过研究用户接受行为,探究其影响因素,并为健康类微信公众号运营提供一些思考。本文梳理了国内外学者对健康传播的相关研究,发现大众传播效果的研究是重要方向,但是运用实证研究方法的却较少。根据健康传播、健康类微信公众号和用户接受领域的相关研究,本研究引入健康信念模式,提出健康类微信公众号用户接受行为的整合模型。通过参考国内外学者对于用户接受行为的成熟量表和结合健康类微信公众号的特点,本文提出八个变量来衡量用户接受行为的影响因素,并设计出相应的调查问卷,最后分析和研究样本的数据,得出各个变量之间的相互关系,并检验所提出的假设。在数据分析方面,本文运用SPSS软件对信度和效度进行了分析,并在结论良好的基础上,进行了描述性分析、相关分析、回归分析和方差分析。最后的假设检验显示:感知有用性、感知易用性、服务随时性、感知疾病易感性和自我效能对使用态度有正向的影响;感知行为障碍对使用态度有负向的影响;感知易用性和服务随时性对感知有用性有正向的影响;感知有用性和使用态度对行为意向具有正向的影响。但是用户的性别、年龄、学历、职业、收入对影响因素、使用意愿和行为意向均不存在显著性影响。依据以上的研究结果,本研究从三个角度来思考对健康类微信公众号的运营。
[Abstract]:With the rapid development of WeChat as the representative of the social media, health class WeChat public number of such a new type of health communication mode, not only greatly impact the traditional health status of the media, but also to health communication has brought new opportunities. But the current health of the dissemination of academic research, public health WeChat papers. Through the study of user acceptance behavior, explore its influencing factors, and provide some thoughts for the health of WeChat public operations. This paper reviews the domestic and foreign scholars on the study of health communication research, found that mass communication effect is an important direction, but seldom use the empirical research method. According to the health communication, related research WeChat health class public number and user acceptance field, this study introduces the health belief model, integrated model of proposed health WeChat number of users of public acceptance behavior. The reference of domestic and foreign scholars on the user acceptance behavior maturity scale and the number of public health class with WeChat characteristics, this paper puts forward eight factors influencing variables to measure user acceptance behavior, and design the survey questionnaire, the analysis and Research on the sample data, the relationship between the variables, and test the proposed hypothesis. In the aspect of data analysis, this paper uses SPSS software to analyze the reliability and validity, and on the basis of a good conclusion, the descriptive analysis, correlation analysis, regression analysis and variance analysis. The hypothesis test shows that perceived usefulness, perceived ease of use, service at any time. The perception of disease susceptibility and self-efficacy have positive effects on attitude; perceived behavior disorder has a negative impact on the use of attitude; perceived ease of use and service at any time on the perceived usefulness has positive Effect; perceived usefulness and attitude has positive influence on behavior intention. But the user's gender, age, education, occupation, income of factors, intention and behavior intention were not significantly affected. On the basis of the above findings, this study from three perspectives on public health WeChat No. the operation.

【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

【参考文献】