网络直播APP使用行为影响因素模型及实证研究  

An Empirical Study on Influencing Factors of Live-streaming APP Using Behavior

作　　者：王晰巍[1,2] 刘伟利 贾沣琦 张闯 Wang Xiwei;Liu Weili;Jia Fengqi;Zhang Chuang(School of Management,Jilin University,Changchun 130022;Big Data Management Research Center,Jilin University,Changchun 130022)

机构地区：[1]吉林大学管理学院,长春130022 [2]吉林大学大数据管理研究中心,长春130022

出　　处：《图书情报工作》2020年第5期22-31,共10页Library and Information Service

基　　金：国家自然科学面上项目"信息生态视角下新媒体信息消费行为机理及服务模式创新研究"(项目编号:71673108)研究成果之一。

摘　　要：[目的/意义]以网络直播为代表的新兴交互媒体正在深刻地改变人们的生活习惯和精神文化需求,对网络直播APP用户使用行为影响因素进行分析,可以让网络直播平台更好地了解网络直播用户的采纳特征,帮助平台运营商提供更好的服务。[方法/过程]基于TAM和UTAUT模型,采用问卷调查和结构方程模型构建网络直播APP用户使用行为的影响因素概念模型,针对典型群体对影响因素模型进行实证分析。[结果/结论]数据分析结果表明,网络直播APP用户使用意愿的影响最大的是感知交互性,其次是用户感知价值;感知风险性对网络直播用户使用意愿产生负向影响,社会因素对使用意愿不产生影响。[Purpose/significance]The emerging interactive media represented by live-streaming is profoundly changing people's living habits and the spiritual and cultural needs.Analysis of the influencing factors of the behavior of live-streaming APP users can enable the live-streaming platform to better understand the adoption characteristics of live-streaming users.The adoption characteristics of live-streaming users help platform operators to provide better services.[Method/process]Based on the TAM and UTAUT models,a questionnaire and a structural equation model were used to construct a conceptual model of the influencing factors of the use behavior of online live APP users,and an empirical analysis was conducted on the influencing factors model of typical groups.[Result/conclusion]The results of data analysis show that the most influential effect of online live APP user is perceived interactivity,followed by user perceived value;perceived risk has a negative impact on the willingness of users of live-streaming users and social factors have no effect on their willingness to use.

关 键 词：网络直播 APP 用户使用行为 影响因素 

分 类 号：G252[文化科学—图书馆学]