南京在校大学生网络电台使用行为研究

发布时间：2018-07-30 07:51

【摘要】：传统广播依托互联网技术将内容转移到网络,突破了时空的限制,实现了变身,互联网同时催生出的网络电台,获得越来越多用户的认可,给传统广播带来了挑战。移动互联网的发展与普及,大大影响了听众的收听行为和使用习惯,也影响到网络电台与传统广播与在声音市场的竞合格局与用户选择。用户的数量、使用体验和忠实程度是网络电台发展前景的重要依据,对网络电台用户使用行为的研究可以掌握网络电台的传播与发展,帮助网络电台提高产品质量、提升用户体验、增加用户粘性、扩大市场占有、抢占广告份额。本课题选取南京在校大学生为研究对象,采用问卷调查和个人访谈相结合的方法,了解网络电台用户的基本属性、接触行为、使用满意度和忠诚度,并结合传播学中相关的受众理论等,对网络电台用户的使用行为进行实证研究,从而为包括网络电台和传统广播在内的电台媒体在"互联网+"背景下的健康持续发展提出有价值的发展策略。
[Abstract]:Traditional broadcasting relies on Internet technology to transfer the content to the network, breaks through the restriction of time and space, realizes the change of body and realizes the Internet radio network at the same time, gets more and more users' recognition, brings challenges to the traditional broadcasting. The development and popularization of the mobile Internet greatly influence the audience's listening behavior and use habits, and also influence the audience's listening behavior and use. The number of users, the use experience and the degree of loyalty are the important basis for the development of network radio. The research on the behavior of network radio users can master the transmission and development of the network radio, help the network radio improve the quality of the product and improve the user. This topic selects college students in Nanjing as the research object, and uses the method of questionnaire survey and personal interview to understand the basic attributes, contact behavior, satisfaction and loyalty of Internet radio users, and combine the related audience theory in communication, and so on. The use of network radio users is an empirical study, which provides a valuable development strategy for the healthy and sustained development of radio media, including network radio and traditional radio, in the context of "Internet +".
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G220.7

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