基于扎根理论的弹幕视频网站用户使用行为驱动因素研究  

Driving Factors of User Behavioron Danmaku Video Sites Based on Grounded Theory

作　　者：张帅[1] 王文韬[1] 周华任 占南[2] 

机构地区：[1]安徽大学管理学院,安徽合肥230601 [2]河南科技大学管理学院,河南洛阳471023

出　　处：《情报理论与实践》2018年第7期117-122,共6页Information Studies:Theory & Application

基　　金：国家社会科学基金青年项目"新媒体视阈下个人信息管理行为研究"的成果之一;项目编号:16CTQ028

摘　　要：[目的/意义]探析弹幕视频网站用户使用行为的驱动因素,既能为社会深入理解弹幕视频网站用户使用行为动机提供一定的理论支持,也能为弹幕视频网站探索和优化弹幕功能提供一定的参考与借鉴。[方法/过程]文章采用半结构化访谈法收集21名用户弹幕视频网站使用行为的相关数据,运用扎根理论研究方法,借助质性分析软件NVivo 11归纳出弹幕视频网站用户使用行为的9个主范畴并聚焦为3个核心范畴,并在此基础上建构弹幕视频网站用户使用行为驱动因素理论模型。[结果/结论]研究发现,情感需求是弹幕视频网站用户使用行为最重要的驱动因素,认知需求是最关键的驱动因素,社交需求对弹幕视频网站用户使用行为起到重要的驱动作用。[Purpose/significance] The analysis of the driving factors of the user behavior in danmaku video sites not only provides some theoretical support for the society to deeply understand the user motivation on the danmaku video sites but also gives some references for the danmaku video sites to explore and optimize the danmaku function. [Method/process] Using semi-structured interviews,the paper collects data of 21 users’ behaviors on danmaku video sites. Through the application of grounded theory research method and the qualitative analysis software NVivo 11,the paper summarizes 9 main categories of the user behavior on danmaku video sites,and focuses on 3 core categories of them. On this basis,the theoretical model of the driving factors of user behaviors on danmaku video sites is constructed. [Result/conclusion]The study finds that emotional need is the most important driving factor of user behaviors on danmaku video sites,information need is the key driving factor and social need plays a significant role in driving users of Danmaku video sites.

关 键 词：弹幕视频 用户使用行为 驱动因素 质性研究 

分 类 号：G206[文化科学—传播学] G353.1