政务抖音号用户使用意愿的影响因素研究  

Research on Determining Factors in User Willingness of Government TikTok Accounts

作　　者：包韫慧[1] 何静 付海燕 Bao Yunhui;He Jing;Fu Haiyan

机构地区：[1]北京印刷学院新闻出版学院 [2]北京印刷学院经济管理学院

出　　处：《中国新闻传播研究》2021年第1期126-145,共20页China Journalism and Communication Journal

基　　金：北京市社科基金项目“媒介融合背景下出版传媒集团多元化战略对企业价值的影响机制研究”(项目编号:17JDGLB024)的阶段性成果.

摘　　要：政务抖音号作为展示政府形象的新窗口,其用户的积极使用对更好地发挥政务抖音号的作用来说十分关键.论文基于使用与满足理论、整合型技术接受与使用模型、信任理论,构建政务抖音号用户使用意愿模型,发放问卷并进行实证检验.研究发现:(1)绩效期望、感知娱乐性、用户需求、努力期望、社会影响、信任均对政务抖音号用户使用意愿有正向影响,且影响程度依次递减.(2)平台特征、内容特征、社会影响均对绩效期望、信任、感知娱乐性有正向影响;平台特征与内容特征对努力期望有正向影响,而社会影响与努力期望有相关关系,没有影响关系;社会影响对用户需求有正向影响.论文最后运用传播学理论分析变量间的关系,并提出使用意愿的提升途径.As the government TikTok accounts serve as new windows to display the image of the government,it,s crucial to use the accounts actively for better effects.Based on the use and gratification theory,the integrated technology acceptance and use model,and the trust theory,this research attempts to construct the user willingness model of government TikTok accounts,issue questionnaires and conduct empirical tests.The results show that:(1)performance expectation,perceived entertainment,user demand,effort expectation,social influence and trust all have positive effects on user willingness of government TikTok accounts,with a decreasing degree of determinants.(2)Platform characteristics,content characteristics and social influence all make positive impacts on performance expectation,trust and perceived entertainment;platform characteristics and content characteristics exert positive influences on effort expectation,while social influence has a correlation with effort expectation but does not determine it;social influence creates a positive impact on user demand.Finally,communication studies are adopted to analyze the relationship between variables,and offer suggestions for the ways to improve user willingness.

关 键 词：政务抖音号 使用意愿 影响因素 实证研究 

分 类 号：D63[政治法律—政治学]