农村居民公共文化云使用行为的研究  

Research on the Rural Residents’ Behavior of Using the Public Cultural Cloud

作　　者：杨艳华 陈建锋 Yang Yanhua;Chen Jianfeng(Pearl River College,Tianjin University of Finance and Economics,Tianjin 301811,China;College of Mechanical Engineering,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]天津财经大学珠江学院,天津301811 [2]大连理工大学机械学院,辽宁大连116024

出　　处：《科技管理研究》2022年第19期165-172,共8页Science and Technology Management Research

基　　金：天津市艺术科学规划项目“基于UTAUT模型的天津农村居民公共文化云平台建设与研究”(D22020)。

摘　　要：随着“数字乡村发展战略”的推进和公共数字文化的建设,公共文化云日益成为农村居民获取文化资源的重要渠道。构建基于UTAUT模型,引入年龄、性别、教育背景3个控制变量,探索农村居民公共文化云使用行为的影响因素,分析发现,绩效期望、努力期望、社群影响显著正向影响农村居民公共文化云使用倾向;便利条件显著正向影响农村居民公共文化云使用行为;使用倾向在模型中起中介效应,在绩效期望与使用行为之间的效应占比最大,在努力期望、社群影响与使用行为之间的效应占比次之。在此基础上,提出了促进农村居民公共文化云使用行为的可操作性建议。With the advancement of "digital villages" and the construction of public digital culture, public cultural cloud has increasingly become an important channel for rural residents to obtain cultural resources. Construct a model based on UTAUT and introduce three control variables of age, gender, and educational background to explore the influencing factors of rural residents’ behavior of using the public cultural cloud. The analysis found that: performance expectation, effort expectation and community influence significantly and positively affect rural residents’ public cultural cloud usage tendency;convenience conditions significantly positively affect rural residents’ public cultural cloud usage behavior. The use tendency plays a mediating effect in the model, and the effect accounts for the largest proportion between performance expectation and use behavior, followed by the effect between effort expectation, community influence and use behavior. On this basis, practicable suggestions for promoting the use of rural residents’ public cultural cloud are put forward.

关 键 词：农村居民 公共文化云 UTAUT 潜变量 

分 类 号：G241.1[文化科学]