网络直播用户使用意向及其影响因素研究

发布时间：2018-01-27 08:05

本文关键词： 网络直播使用意向技术接受理论　出处：《西南大学》2017年硕士论文　论文类型：学位论文

【摘要】：UGC(user-generated content)是指用户原创内容,是伴随着以提倡个性化为主要特点的web2.0概念兴起而来,它是一种用户使用互联网的新方式。用户既是网络内容的浏览者,也是网络内容的创造者。UGC的运用使得“自媒体”的广泛运用成为可能,每一个用户都可以成为内容的生产者,也为网络直播的诞生提供了技术支持。而随着硬件技术不断成熟与流量费用不断的降低,市场因素中PC端开始向移动端转移。扎克伯格积极为Facebook布局直播Facebook Live,他认为直播是“目前为止做过最激动的事情。”而国内的一直播在直播宋仲基的粉丝见面会时,吸引了1100万人次围观。当下,网络直播大行其道,体现出社会生活中的某些刚性需求,同时也正在深刻地影响着人们的行为方式。另外,各大网络直播激流勇进,欲在“红海”中突出重围,而其中最重要一环的便是用户积累。因此,为了能够在竞争中实现流量变现,争夺更大的市场份额,各大网络直播平台需注重用户积累,了解影响我国网络直播用户使用意向的因素。在此背景下,本研究将提取出影响我国网络直播用户使用意向的因素,建构研究模型进而进行验证。最终期望能够为我国整个网络直播行业健康、理性发展提供借鉴。本研究包括以下几个部分:(1)首先,本文梳理了先前学者对网络直播以及新技术采纳接受理论的研究,基于文献探讨,提取出可能影响我国网络直播用户使用意向的因素,同时进行了初始模型的建构;(2)然后,通过小组深度访谈和问卷初调查,从而对用户观看网络直播的行为特点、使用频率和使用意向进行了解,进而从中抽取了影响我国网络直播用户使用意向的因素;(3)最后,通过网络版问卷和纸质版问卷调查的方法进行了调研,验证了影响网络直播用户行为意向的因素及各因素对用户使用意向的影响程度;(4)在此基础上,本文为我国网络直播的发展提出了相关的意见和建议。本研究成果主要包括:(1)初步研究得到了影响我国网络直播用户行为意向的因素;(2)了解了目前我国网络直播用户的观看行为、使用频率等现状;(3)得出了感知易用性与感知有用性、感知娱乐性的之间存在显著正相关;感知有用性、主观规范、感知娱乐性、与行为态度之间存在显著正相关;感知有用性、主观规范、感知娱乐性、行为态度与使用意向之间的存在显著正相关。同时修正了研究模型;(4)根据本研究的验证结果,为我国网络直播的发展提出了一些意见和建议。
[Abstract]:UGC(user-generated content refers to user-generated content, which is accompanied by the rise of the concept of web2.0, which is characterized by the promotion of personalization. It is a new way for users to use the Internet. The user is not only the viewer of network content, but also the creator of network content. UGC makes the wide use of "self-media" possible. Each user can become a producer of content, but also for the birth of live network to provide technical support. And with the continuous maturity of hardware technology and traffic costs continue to reduce. Market factors began to shift from PC to mobile. Zuckerberg actively broadcast Facebook Live for the Facebook layout. He described live broadcasting as "the most exciting thing done so far," while a domestic broadcast attracted 11 million people during a live broadcast of Song's fan meeting. At the moment, webcast was popular. Reflects some rigid needs in social life, but also is profoundly affecting the way people behave. In addition, the major network broadcast of the rapids bravely, want to break out in the "Red Sea" encirclement. Therefore, in order to realize the flow realization in the competition and compete for a larger market share, each major webcast platform needs to pay attention to the user accumulation. Under this background, this study will extract the factors that affect the intention of our webcast users. Finally, it is expected to provide a reference for the healthy and rational development of the whole webcast industry in China. This research includes the following parts: 1) first of all. This paper combs the previous scholars' research on the reception theory of webcast and the adoption of new technologies. Based on the literature discussion, we extract the factors that may affect the users' intention to use the webcast in our country. At the same time, the initial model is constructed. Then, through group in-depth interviews and questionnaires, the behavior characteristics, frequency and intention of users watching live webcast were investigated. Furthermore, the factors influencing the intention of using the webcast users in China are extracted from it. Finally, through the method of online questionnaire and paper questionnaire, the author verifies the factors that affect the users' behavior intention and the influence degree of each factor on the users' intention to use. On this basis. This paper puts forward some suggestions and suggestions for the development of webcast in China. The results of this study mainly include: 1) the factors that influence the behavior intention of webcast users in China are obtained. (2) to understand the current situation of watching behavior and using frequency of webcast users in our country; (3) it is concluded that there is a significant positive correlation between perceived usability and perceived usefulness and perceived entertainment; Perceived usefulness, subjective norms, perceived entertainment, and behavioral attitudes have significant positive correlation; There is a significant positive correlation between perceived usefulness, subjective norms, perceived entertainment, behavioral attitude and use intention. 4) based on the results of this study, some suggestions and suggestions are put forward for the development of webcast in China.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】