微阅读用户持续使用行为影响因素及作用路径研究  

Influence Factors and Action Paths of Continuous Use Behavior for Micro-Reading Users

作　　者：武慧娟[1] 尚冰琦 孙鸿飞[1,2] 刘姝含 WU Hui-juan;SHANG Bing-qi;SUN Hong-fei;LIU Shu-han(School of Economics and Management,Northeast Electric Power University,Jilin 132012,China;School of Management,Jilin University,Changchun 130022,China)

机构地区：[1]东北电力大学经济管理学院,吉林吉林132012 [2]吉林大学管理学院,吉林长春130022

出　　处：《情报科学》2020年第6期76-82,102,共8页Information Science

基　　金：国家社会科学基金一般项目“认知视角下基于多源融合的个性化微阅读推荐模型研究”(18BTQ088)。

摘　　要：【目的/意义】移动互联网技术的升级带动了新媒体行业的繁荣和发展,同时催生了以便捷、快速为特征的一种新型阅读方式--微阅读。通过以用户需求为出发点,开展微阅读用户持续使用行为影响因素的研究,既丰富了微阅读用户行为领域研究的相关理论,又对微阅读平台维持乃至提升用户的持续使用行为提供了一定的参考借鉴作用。【方法/过程】首先,通过半结构化访谈方式对24名受访者进行深度访谈;然后,运用扎根理论对原始资料进行深入分析,提取出微阅读用户持续使用行为影响因素;最后,对微阅读用户持续使用行为影响因素的作用路径进行阐述并构建相应的理论模型。【结果/结论】最终得出7个主范畴:平台客观因素、感知有用性、满意度、个体情感因素、社交因素、情境因素以及持续使用意愿,并以此为基础构建出影响因素及其作用路径的理论模型。【Purpose/significance】The upgrading of mobile Internet technology not only drove the prosperity and development of the new media industry but also gave birth to a new reading mode characterized by convenience and rapidity--micro-reading. Starting from users′ needs, the research on the influencing factors for micro-reading users’ continuous using behavior not only enriched the relevant theories in the field of micro-reading users’ behavior, but also provided some references for the maintenance and promotion of users’ continuous using behavior on the micro-reading platform.【Method/process】First of all, 24 respondents were interviewed in depth through semi-structured interview. Secondly, the Grounded Theory was used to deeply analyze the original data and extract the influencing factors of micro-reading users’ continuous using behavior. Finally,the path of influencing factors of micro-reading users′ continuous using behavior was elaborated and the corresponding theoretical model was constructed.【Result/conclusion】Based on the research, seven main categories were finally concluded, including objective factors of platform, perceived usefulness, satisfaction, personal emotional factors, social factors, situational factors as well as intention to continuous using. On this basis, a theoretical model of influencing factors and their action paths was constructed.

关 键 词：用户情境 社交网络 微阅读 个性化推荐 用户画像 扎根理论 

分 类 号：G252.0[文化科学—图书馆学]