政务短视频用户持续参与的影响因素研究  

Research on the Influencing Factors of Government Short Video Users'Continuous Participation

作　　者：田晓旭 毕新华[1] 杨一毫 王琳 Tian Xiaoxu;Bi Xinhua;Yang Yihao;Wang Lin(School of Management, Jilin University, Changchun 130022)

机构地区：[1]吉林大学管理学院,长春130022

出　　处：《情报杂志》2022年第4期144-151,172,共9页Journal of Intelligence

摘　　要：[研究目的]政务短视频快速兴起与发展的背景下,从全面的系统特征视角理解政务短视频用户持续参与的影响因素与作用路径,是提升政务短视频质量,促进用户持续参与,发挥政务短视频价值最大化的重要前提。[研究方法]以期望确认模型与D&M信息系统成功模型的整合模型为基础,引入感知趣味性、个性化推荐质量两个新的影响因素,构建政务短视频用户持续参与模型。依据问卷调查方法获取的362份数据,采用结构方程来验证假设及变量的净效应,采用模糊集定性比较分析方法(fsQCA)来探索整体视角下形成高持续参与的条件组态。[研究结论]实证研究的结果表明,衡量系统特征的质量因素通过用户感知因素正向影响用户持续参与意向。fsQCA结果显示,内容效用模式、个性效用模式、体验效用模式、服务效用模式四类模式均可以实现用户高持续参与意向。据此,提出了本文的理论贡献与实践启示。[Research purpose]Under the background of the rapid rise and development of government short video,It is important to understand the influencing factors and action path of the continuous participation of users of government short video from the perspective of comprehensive system characteristics.Understanding the aforesaid influencing factors and action path is an essential prerequisite for improving the quality of government short videos,promoting the continuous participation of users and maximizing the value of government short videos.[Research method]Based on the integration model of ECM and D&M,two new influencing factors,perceived playfulness and personalized recommendation quality,are introduced to construct the user continuous participation model of government short video.Based on 362 samples collected by questionnaire survey,SEM was used to verify the net effect of hypothesis and variables,and fsQCA was used to explore the formation of the conditional configuration of high persistence participation from an overall perspective.[Research conclusion]The results of the empirical study show that the quality factors that measure the system characteristics have a positive impact on users'continuous participation intention through users'perception factors.The results of fsQCA show that the content utility model,the personality utility model,the experience utility model,and the service utility model can all achieve the high continuous participation intention of users.On this basis,the theoretical contribution and practical enlightenment of this paper are put forward.

关 键 词：政务短视频 持续参与 期望确认模型 D&M信息系统成功模型 模糊集定性比较分析 

分 类 号：G203[文化科学—传播学]