本源、动力与核心:媒介消费的影响因素及其作用机制研究  

A Study on Influence Factors and Concerned Mechanism of Media Consumption

作　　者：黄可[1] 柯惠新[2] 

机构地区：[1]中央财经大学 [2]中国传媒大学

出　　处：《新闻与传播研究》2014年第4期26-41,125-126,共16页Journalism & Communication

摘　　要：关注媒介消费的动力、寻找其内在核心,代表着媒介消费研究从现象描述走向本质挖掘,不仅是新传播环境下传播理论和范式发展的需要,更是当前传播态势下媒介运营的关键所在。本文探讨了影响媒介消费的因素及其作用机制,涉及从媒介接触、媒介使用到媒介评价的全过程。同时基于探索式混合研究策略及定性定量相结合的研究方法,构建了影响因素作用机制模型及路径模型,并针对不同媒介类型和不同消费群体做了具体分析。研究发现,媒介消费的不同维度均受诸多因素影响,其作用方式和强度也存在较大差异,报纸、电视、网络分别受到不同核心因素的驱动,同时,媒介消费影响因素作用机制的受众群体差异效用显著。The study on the influence factors and their mechanism of media consumption based on current media ecological environment not only has theoretical values but also can guide the practice.This study explores the factors influencing media consumption and their mechanism based on the origin of media consumption.It covers the whole process of media exposure,media use and media evaluation.Underpinned by pragmatic methodology,the current study takes an exploring research approach and mixed research methods combining quantitative and qualitative research.The influence factor mechanical model is established and the differences in terms of media types and consumers are analyzed It can be concluded that,influenced by difference factors,the different dimensions of media consumption show differences on the patterns and strengths of interactions.The mechanism of influence factors on the consumption of different media is different,and the influence mechanism of media consumption is significantly different in different consumer groups.

关 键 词：媒介消费 影响因素 作用机制模型 

分 类 号：G206-F[文化科学—传播学]