理解短视频APP的用户接受——基于修正的UTAUT2模型  

Understanding User Acceptance of Short-video Apps

作　　者：孙鲁云[1] 王斌 吴庆君 SUN Lu-yun;WANG Bin;WU Qing-jun(Shihezi University, Shihezi 832003, China)

机构地区：[1]石河子大学经济与管理学院,新疆石河子832003 [2]中共石河子市委党校,新疆石河子832000

出　　处：《山东工商学院学报》2020年第6期85-95,共11页Journal of Shandong Technology and Business University

摘　　要：基于第二代整合的技术接受与使用模型(UTAUT2),引入“引致焦虑”因素,以大学生群体为例,探讨影响短视频app用户接受的因素。结果表明:绩效期望、努力期望、享乐动机、习惯等因素能显著促进用户使用短视频的意愿和行为,而便利条件对其没有影响。引致焦虑抑制用户使用短视频的意愿和行为,社会影响本身对用户的使用意愿不产生直接影响,但能通过增加用户的引致焦虑,间接降低使用意愿,减少使用行为。This study employed the Unified Theory of Acceptance and Use of Technology 2(UTAUT2)and combined with anxiety to explore the factors affecting college students'acceptance of short-video apps.The findings revealed that performance expectation,effort expectation,hedonic motivation and habit significantly promoted the intention and behavior of users,whereas convenience to apps did not.Anxiety could inhibit users'intention and behavior to use short-video apps.Additionally,social influence had no direct influence on users'intention to use short-video app,but it could indirectly reduce users'intention and behavior by increasing users’anxiety.These findings have important theoretical and practical implications,particularly for the development and marketing of short-video apps,which will underline the long-term sustainability development of short video.

关 键 词：短视频 抖音 使用意愿 UTAUT2模型 

分 类 号：C913.4[经济管理]