网络直播用户的持续使用行为及主观幸福感——基于期望确认模型及准社会关系的理论视角  

Understanding Antecedents of Live Video Stream Continuance Use and Users’ Subjective Well-being via Expectation Confirmation Model and Parasocial Relationships

作　　者：马志浩 葛进平[2] 周翔[3] 

机构地区：[1]南京大学新闻传播学院,江苏南京211102 [2]浙江传媒学院文化创意与管理学院,浙江杭州310018 [3]汕头大学长江新闻与传播学院,广东汕头515021

出　　处：《新闻与传播评论》2020年第2期29-46,共18页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(17BXW103)

摘　　要：目前,网络直播及短视频平台的受众巨大。经过多年的发展,在线娱乐产业由受到冲击转向主动接纳并逐渐趋于稳定,由此产生以网红为代表的新兴行业群体及污名化社会现象。但是,现阶段对网络直播用户的研究尚难以回答为何网络直播用户会持续使用网络直播,用户如何通过观看网络直播来获得心理收益?研究通过探索性的调查来考察影响用户持续使用网络直播平台的因素。以期望确认模型为理论框架,将准社会关系及主观幸福感作为扩展变量纳入理论框架进行考察。研究发现:用户对网络直播平台的持续使用行为与其持续使用意愿正相关;满意度受准社会关系直接影响;持续使用意愿与感知有用性和满意度直接关联;感知有用性与满意度不相关;期望确认同时影响技术感知有用性及准社会关系,但对前者的影响更大;满意度与主观幸福感无关;用户主观幸福感的主要来源是准社会关系,而非技术本身。现阶段人们使用网络直播平台的外部动力是便捷高效的技术,而内部动力来自直播主播的吸引。这种技术牵引下的传播社会现象映射的是现阶段互联网社交生态的变迁。As a rising social network sitting platform,the live video stream is attracting a huge amount of audience.Since the live video stream industry has a very rapid development,the public has little knowledge to understand it.So far,there is no academic research concerning this phenomenon.In order to fill this literature gap,this study investigates antecedents of live video stream continuance use via an exploratory approach.Based on the expectation confirmation model,this study counts parasocial relationship and subjective well-being into theoretical consideration.Results from a college students population survey show that live video stream continuance use was positively associated with intention of continuance use;satisfaction was directly predicated by parasocial relationship;intention of continuance use was positively associated by perceived usefulness and satisfaction;perceived usefulness was not correlated with satisfaction;confirmation is strongly positive associated with perceived usefulness and moderately positive associated with parasocial relationship;satisfaction was not correlated with subjective well-being;the main contribution of subjective well-being is parasocial relationship.This study concludes that direct antecedents of live video stream continuance use and users’ subjective well-being are deriving from both live video stream platform and anchor attractiveness.In addition,this study discusses some protentional issues for future studies.

关 键 词：网络直播平台 持续使用 期望确认模型 准社会关系 

分 类 号：G206[文化科学—传播学]