短视频平台用户持续使用意愿影响因素研究--以健康短视频为例  

Research on the Influential Factors of Users'Continuance Intention Towards Short Video Platforms:Taking Health Short Videos as an Example

作　　者：张彬[1] 崔海兰[2] 单思远 王文雅 ZHANG Bin;CUI Hai-lan;SHAN Si-yuan;WANG Wen-ya(School of Information Resource Management of Liaoning University,Shenyang 110100,China;Liaoning University Library,Shenyang 110100,China;School of Cultural Heritage and Information Management of Shanghai University,Shanghai 200444,China)

机构地区：[1]辽宁大学信息资源管理学院,辽宁沈阳110100 [2]辽宁大学图书馆,辽宁沈阳110100 [3]上海大学文化遗产与信息管理学院,上海200444

出　　处：《图书馆研究》2023年第2期97-109,共13页Library Research

基　　金：辽宁省社会科学规划基金项目“信息行为全过程视角下在线健康社区用户自我信息披露行为研究”(项目编号:L21CTQ002);辽宁省哲学社会科学青年人才培养对象委托课题“探索式健康搜索中的注意偏向及与健康结果的联动机制研究”(项目编号:2022lslqnrcwtkt-26);辽宁省高等学校图书情报工作委员会基金项目“人工智能环境下智慧图书馆服务创新研究”(项目编号:LTB201821)的研究成果之一。

摘　　要：探讨短视频平台用户持续使用意愿的影响因素。基于TAM模型,结合技术性因素,以健康短视频为例,构建短视频平台用户持续使用意愿的影响因素模型,通过在线问卷搜集数据,获得326份有效样本,利用SPSS和AMOS分析数据。结果显示,推荐性和社交性正向影响感知有用性;个性化、推荐性和社交性正向影响感知易用性;感知有用性和感知易用性正向影响持续使用意愿。并提出相应的建议。To explore the factors influencing users'continuance intention towards short video platforms.Based on the TAM model,combined with technical factors,taking health short videos as an example,the model of factors influencing users'willingness to continue using short video platforms was constructed.326 valid samples were obtained by collecting data through an online questionnaire,and the data were analysed using SPSS and AMOS.The results showed that recommendation and sociability positively influenced perceived useful⁃ness;personalization,recommendation and sociability positively influenced perceived ease of use;and per⁃ceived usefulness and perceived ease of use positively influenced continuance intention.Corresponding sug⁃gestions are proposed.

关 键 词：短视频平台 健康短视频 TAM模型 技术性因素 持续使用意愿 

分 类 号：G252[文化科学—图书馆学]