在线视频网站会员接受度影响因素的实证研究

发布时间：2018-04-14 06:31

  本文选题：视频网站 + 用户接受度　； 参考：《南京大学》2017年硕士论文

【摘要】：随着广告收入不再能为视频网站创造新的盈利增长点,视频企业不断探索新模式,因而会员模式应运而生,其通过提供增值服务而获得会员费等收入正在逐渐成为企业发展的新方向。在目前各大视频网站的大力推广下,虽然会员数量出现了爆炸性的增长,但同时渗透率一直处于非常低的水平,特别是与美国同行业的著名视频网站相比,这意味着,国内视频用户尚未形成为在线视频和服务买单的消费习惯,尚未真正接受视频网站的会员模式。因此,围绕会员用户接受度开展对其有直接和间接影响的因素的研究就显得具有十分重要的实践意义。本文首先分析了在线视频网站付费市场的发展背景和国内会员接受程度的现状,针对可能影响会员用户接受度的因素进行了初步讨论,然后提出本文的研究论题。由于在线视频网站会员模式是新兴的业务,尚且没有文献对此构建模型并进行定量研究。并且随着移动互联网已经全面融入人们的生活,用户对科技产品和服务的感受感知也与此前大有不同。视频网站的用户不同于企业组织内的用户,他们是付费的主体同时会在使用消费的过程中形成个体的评价和感受,因此本研究需要借鉴关于用户接受度在电子商务、移动支付、移动互联网等领域的相关理论和研究,还要结合本文的研究对象的实际情况,提出具有针对性的模型。本次研究的理论模型是融合了 UTAUT模型和VAM模型后构建而成,其中功能效用、情感价值、货币成本作为自变量,通过中介变量感知价值间接作用于结果变量用户接受度。而社会影响和便利条件这两个变量对用户接受度有直接作用。针对模型和研究假设并结合会员业务模式,设计问卷并收集数据,在对数据的统计分析结果看,模型的假设都得到了验证。其中,功能效用、情感价值、货币成本中以功能效用对感知价值直接影响最大,而对用户接受度的影响最大因素是社会因素。最后,本文根据此次研究结果,对视频网站全面发展会员模式提出了强化视频内容吸引力,丰富会员特权功能、细分用户群体、差异化会员服务、增加社会化推广方式、多方合作以提升兼容性以及加强会员关系管理等启示和建议。
[Abstract]:As advertising revenue can no longer create new profit growth points for video sites, video companies continue to explore new models, so the membership model arises at the historic moment.By providing value-added services and obtaining membership fees and other income is gradually becoming a new direction of enterprise development.Despite the explosive growth in membership, the penetration rate has been at a very low level, especially compared with the well-known video sites in the United States.Domestic video users have not yet formed the habit of paying for online video and services, and have not really accepted the membership model of video websites.Therefore, it is of great practical significance to study the factors that have direct and indirect influence on the user acceptance.This paper first analyzes the development background of the online video website payment market and the present situation of the acceptance degree of the members in China, discusses the factors that may affect the acceptance of the member users, and then puts forward the research topic of this paper.Because the online video site membership model is a new business, there is no literature to build the model and quantitative research.And with the mobile Internet fully integrated into people's lives, users' perception of technology products and services is very different.The users of video website are different from the users in the enterprise organization, they are the payer and form the individual evaluation and feeling in the process of using and consuming, so this research needs to learn from the user acceptance in e-commerce, mobile payment.The relevant theories and researches in mobile Internet and other fields, and the actual situation of the research object in this paper, also put forward a targeted model.The theoretical model of this study is constructed by combining the UTAUT model and the VAM model. The functional utility, emotional value and monetary cost are regarded as independent variables, and the user acceptance degree of the result variable is indirectly affected by the perceived value of the intermediate variable.And the social influence and the convenience condition these two variables have the direct effect to the user acceptance.According to the model and the research hypothesis and the member business model, the questionnaire is designed and the data is collected. The statistical analysis results of the data show that the hypothesis of the model has been verified.Among them, functional utility, emotional value and monetary cost have the greatest direct impact on perceived value, while social factors have the greatest influence on user acceptance.Finally, according to the results of this study, this paper puts forward to enhance the video content attraction, enrich the privilege function of the members, divide the user group, differentiate the member service, increase the social promotion way to the overall development of the member mode of the video website.Multi-party cooperation to enhance compatibility and enhance member relationship management and other inspiration and advice.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F713.55
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本文编号：1748139