新媒体环境下农民工微信公众号使用行为影响因素分析  

Analysis on Influencing Factors of Migrant Workers’ Use of We Chat Official Account under New Media Environment

作　　者：常颖 王晰巍[2,3,4,5] 窦平安[2] 陈晓美[2] CHANG Ying;WANG Xi-wei;DOU Pingan;CHEN Xiao-mei(College of International Economics and Trade,Changchun University of Finance And Economics,Changchun 130122,China;School of Management,Jilin Univercity,Changchun 130022,China;Big Data Management Research Center,Jilin Univercity,Changchun 130122,China;Network Ecological Governance Center,Jilin University,Changchun 130122,China;Northeast Revitalization Research Institute,Jilin University,,Changchun 130122,China)

机构地区：[1]长春财经学院国际经济贸易学院,吉林长春130122 [2]吉林大学管理学院,吉林长春130022 [3]吉林大学大数据管理研究中心,吉林长春130022 [4]吉林大学网络生态治理中心,吉林长春130022 [5]吉林大学东北振兴研究院,吉林长春130022

出　　处：《情报科学》2021年第6期161-170,共10页Information Science

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”(71673108);吉林省教育厅“十三五”社会科学项目“信息生态视角下吉林省同城化耦合发展路径研究—以长春-公主岭为例”(JJKH20201271SK)。

摘　　要：【目的/意义】随着互联网技术的快速发展和城镇化进程的不断推进,微信公众号成为农民工群体获得信息的主要渠道,研究和分析农民工群体的微信公众号使用行为成为了信息行为分析的重要组成部分。【目的/意义】本研究以使用满足理论作为理论框架,在TAM模型的基础上构建了农民工微信公众号使用行为影响因素模型,通过结构方程对数据结果进行实证分析。【结果/结论】数据结果表明社群影响对农民工微信公众号使用的满意度等具有正向影响;感知易用性对感知有用性和用户使用行为具有正向影响;感知有用性对使用行为具有显著影响;满意度对农民公微信公众号使用行为具有显著影响。本研究对于了解农民工群体信息行为特征,制定新媒体环境下针对农民工群体的信息服务政策具有理论和实践的指导意义。【创新/局限】在TAM模型的基础上构建了基于使用满足理论的农民工群体微信公众号使用行为影响因素概念模型,为研究新媒体环境下农民工群体的信息行为提供了新的研究视角;但研究的调查对象主要为东北地区、河北等地的农民工,在未来的研究中,将进一步扩大研究样本。【Purpose/significance】With the rapid development of Internet technology and the advancement of urbanization, WeChat official account become migrant workers group the main channel to obtain information, research and analysis of migrant workers number WeChat official account use behavior became an important part of information behavior analysis.【Method/process】In this study,the use of satisfaction theory is taken as the theoretical framework. On the basis of TAM model, a model of influencing factors on the use of migrant workers’ WeChat official accounts is built, and empirical analysis is made on the data results through structural equations.【Result/conclusion】The data show that community influence has a positive effect on satisfaction etc. of migrant workers’ WeChat official accounts. Perceived ease of use has a positive effect on perceived usefulness and user behavior. Perceived usefulness has significant influence on usage behavior. The degree of satisfaction has a significant influence on the usage behavior of WeChat official account. This study has theoretical and practical guiding significance for understanding the information behavior characteristics of migrant workers and formulating information service policies for migrant workers in the new media environment.【Innovation/limitation】Based on the TAM model, a conceptual model of the influencing factors of migrant workers’ WeChat public account use behavior is constructed based on the use satisfaction theory, which provides a new research perspective for the study of migrant workers’ information behavior under the new media environment. However, the research objects are mainly migrant workers in Northeast China and Hebei Province, and the research samples will be further expanded in the future research.

关 键 词：新媒体 农民工 微信公众号 使用行为 使用满足理论 

分 类 号：G252.0[文化科学—图书馆学]