基于创新扩散理论的网络电视用户使用行为研究

发布时间：2018-04-16 03:40

本文选题：网络电视 + 创新扩散　；参考：《西南大学》2011年硕士论文

【摘要】：截至2010年12月,我国的网民人数达到4.57亿,网络作为一种传播介质的功能正在逐步影响、改变着人们的生产和生活方式。互联网的迅速发展使得各种传统媒体正在经历前所未有的挑战,同时,互联网的出现也催生了许多新型传播模式,网络电视就是其中一个典型代表。网络电视是网络与电视相结合的一种产物,它通过互联网向用户在线提供画面和声音的传输,是一种全新的视听传播方式。从20世纪末至今的短短10余年间,网络电视以其互动性、可选择性以及强大的个性化服务功能被越来越多的人们所认识和接受,网络电视在世界范围内的发展速度可谓非常神速。为了能够了解网络电视用户的使用情况,研究影响用户对网络电视选择和使用的因素,本文以美国学者罗杰斯的创新扩散理论为全文的理论支撑,运用实证研究的方法,描绘网络电视用户的结构特征,建立网络电视用户的行为模型。全文共分为六章,第一章绪论主要是对研究背景、研究对象、研究目的和研究方法的梳理。通过对国内外关于网络电视的现状分析,确立了以网络电视用户的使用行为为研究,在实际的研究过程中,采用文献研究、问卷调查、比较分析的研究方法进行研究。第二章是对网络电视发展脉络的梳理,重点是理清网络电视在我国的发展历程。首先对网络电视的概念进行诠释,然后梳理网络电视在我国的发展历程,这部分围绕网络电视在我国经历的三个重要年份而展开,最后,从创新扩散理论的五个创新属性入手,对网络电视进行创新属性的分析。第二章重点论述网络电视的受众,从网络电视受众的概念及特征入手,进而归纳出关于网络电视受众的三个行为特点,为建立网络电视用户的行为模型打下基础。第四章是对网络电视用户的使用行为进行问卷的设计和调查,这部分主要对本次调查问卷的设计框架、样本及抽样、数据处理进行阐明,以及在问卷设计中,本研究需着重解决的三个问题,即描绘用户的结构特征、建立用户的行为模型、显示用户的未来使用倾向,这也是本研究的主要脉络方向。第五章,通过对调查问卷的数据统计和分析,从以下三个方面展开对网络电视用户的使用行为因素分析,第一方面是结构因素分析,第二方面是选择因素分析,第三方面是过程因素分析。总体上,笔者将使用行为的影响因素分为样本的个人因素和创新的特征因素,个人因素包括性别、年龄、身份属性、受教育程度和经济状况,创新本身的特征因素包括节目内容的丰富程度、画面清晰度、视频流畅度、操作界面的难易程度、广告弹出数量、广告持续时间和节目的更新速度。研究发现,在个人因素方面,采纳者表现出年轻化、低龄化的年龄趋势,结合创新本身的特征因素,采纳者以高学历和学生、技术性人才为主要的用户群。第六章是对研究结果的总体讨论,结合本研究的调查数据,笔者对网络电视市场的未来发展提出了四点具有现实意义的建议：(1)内容为王,加强媒体融合；(2)创新营销模式,探索广告行为；(3)加强个性,完善服务性功能；(4)注重口口相传,开展多渠道推广总的来说,网络电视不仅以一种新型的视听传播模式流行于现代社会,它更是成为人们日常生活中的一种新型娱乐化手段,它的发展潜力是非常巨大的,希望这篇在笔者能力范围内所描绘的行为特征能帮助决策者进一步认识网络电视用户的使用行为,对网络电视的未来发展起到一定的推动作用。
[Abstract]:As of December , 2010 , the number of Internet users has reached 450 million , the function of network as a transmission medium is gradually affecting , changing people ' s production and life style . The rapid development of Internet has made various traditional media experiencing unprecedented challenges . At the same time , Internet TV is one of the typical representatives .

The whole text is divided into six chapters , the first chapter is mainly on the research background , the research object , the research object and the research method . By analyzing the present situation of the network TV at home and abroad , the author establishes the use behavior of the network TV user as the research . In the actual research process , the research method of literature research , questionnaire and comparative analysis is adopted .

The second chapter is to comb the development of the network TV , focusing on the development course of the network TV in China . Firstly , the concept of the network TV is interpreted , then the development course of the network TV in China is analyzed . In the end , this part starts with the five innovative attributes of the innovation diffusion theory , and analyzes the innovative properties of the network TV .

The second chapter focuses on the audience of the network TV , starts with the concept and characteristics of the network TV audience , then induces the three behavioral characteristics of the network TV audience , and lays the foundation for the establishment of the network TV user ' s behavior model .

The fourth chapter is the design and investigation of the use behavior of the network TV users . This part mainly explains the design frame , sample and sampling and data processing of the questionnaire , and in the design of the questionnaire , the present study needs to focus on the three problems , namely , the characteristics of the user , the establishment of the user ' s behavior model , the display of the user ' s future use tendency , which is also the main direction of the study .

In the fifth chapter , through the data statistics and analysis of the questionnaire , the analysis of the use behavior of the network TV users is carried out from the following three aspects : the first aspect is structural factor analysis , the second aspect is the choice factor analysis , and the third aspect is process factor analysis .

The sixth chapter is the general discussion on the results of the research , combining with the investigation data of this study , the author puts forward four realistic suggestions on the future development of the network TV market : ( 1 ) the content is Wang , the media fusion is strengthened ;
( 2 ) Innovative marketing model , exploring advertising behavior ;
( 3 ) strengthening the personality and improving the service sexual function ;
( 4 ) Focus on oral communication and carry out multi - channel promotion

Generally speaking , the network TV is not only popular in modern society with a new audio - visual communication mode , but it is a new type of entertainment in people ' s daily life . It has great potential for development . It is hoped that the behavior characteristics depicted in the author ' s capabilities can help the decision - makers to further understand the use behavior of the users of the network and play a certain role in the future development of the network TV .

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TN949.292

【引证文献】