新媒体环境下用户信息交互意愿影响因素与实证——以汽车新媒体为例

发布时间：2018-02-27 14:20

本文关键词： 新媒体用户信息交互意愿汽车行业结构方程　出处：《图书情报工作》2017年15期 　论文类型：期刊论文

【摘要】：[目的/意义]随着新媒体技术的快速发展,利用新媒体平台与用户进行信息交互成为很多企业或组织了解用户需求和获取消费行为规律的新渠道,在信息交互过程中哪些因素影响到用户的交互意愿对企业有效服务消费者和挖掘消费者需求有重大的意义。[方法/过程]以用户感知价值接受模型为基础,基于信息生态理论建立新媒体环境下用户信息交互意愿的影响因素概念模型,并以汽车行业新媒体交互平台为研究样本,通过问卷调查和结构方程进行实证研究以验证模型的有效性。[结果/结论]数据结果表明,外部变量对新媒体信息交互意愿影响因素的大小依次为感知易用性、感知价值、信息有用性和感知风险。其中,感知易用性、感知价值、信息有用性对交互意愿产生正向影响,感知风险对交互意愿产生负向影响;在感知价值分析中,社会娱乐性对感知价值产生正向影响,信息感知成本对感知价值产生负向影响。本研究可以帮助新媒体信息服务平台更好完善与用户的信息交互功能,对新媒体平台健康发展起到一定的指导作用。
[Abstract]:[purpose / significance] with the rapid development of new media technology, the use of new media platforms for information interaction with users has become a new channel for many enterprises or organizations to understand the needs of users and to obtain patterns of consumer behavior. What factors affect the user's willingness to interact in the process of information interaction are of great significance for the enterprise to effectively serve consumers and tap consumer needs. [methods / processes] are based on user perceived value acceptance models. Based on the theory of information ecology, the conceptual model of influencing factors of users' willingness to interact with information in the new media environment is established, and the new media interaction platform of automobile industry is taken as the research sample. The validity of the model is verified by questionnaire survey and structural equation. [results / conclusions] the results show that the external variables influence the willingness of new media information interaction in order of perceived ease of use and perceived value. Information usefulness and perceived risk. Among them, perceived usability, perceived value, information usefulness have a positive impact on interaction willingness, perceived risk has a negative impact on interaction willingness; in the analysis of perceived value, Social entertainment has a positive impact on perceived value, while information perception cost has a negative impact on perceived value. This study can help the new media information service platform to improve its information interaction with users. New media platform for the healthy development of a certain role.
【作者单位】：吉林大学管理学院;吉林大学大数据管理研究中心;
【基金】：国家自然科学基金面上项目“信息生态视角下新媒体信息消费行为机理及服务模式创新研究”(项目编号:71673108) “吉林大学高峰学科(群)建设项目”研究成果之一
【分类号】：G252

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