移动短视频APP用户信息分享行为实证研究——感知风险的调节效应  

An empirical research on information sharing of mobile video clip APP users——The adjustment effect of perceived risks

作　　者：陈渝[1] 尹依 CHEN Yu;YIN Yi(Faculty of Management and Economics,Kunming University of Science and Technology,Kunming 650093,China)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650093

出　　处：《重庆理工大学学报（社会科学）》2023年第8期82-94,共13页Journal of Chongqing University of Technology（Social Science）

基　　金：国家自然科学基金项目“基于示能性视角的信息系统有效使用研究:维度、影响因素和形成机制”(71461016);国家自然科学基金项目“医联体内电子健康档案垂直整合研究”(71864021)。

摘　　要：随着移动短视频APP的迅猛发展,如何把握用户需求、刺激用户的短视频分享行为,成为短视频运营商和开发商亟待解决的问题。用SOR范式构建理论框架,在整合使用与满足理论、媒介丰富度理论的基础上,探索用户沉浸体验对信息分享行为的影响机理,并实证研究影响短视频用户信息分享行为的相关因素。研究结果表明:使用满足度和媒介丰富度的刺激能显著增强用户的沉浸体验,而沉浸体验会增强用户信息分享意愿,但是感知风险会显著减弱沉浸体验对信息分享的影响,同时信息分享意愿对信息分享行为具有显著正向影响。With the rapid development of mobile video clipapps,how to grasp the needs of users and stimulate users’short video sharing behaviors has become an urgent problem for short video operators and developers.Constructinga theoretical framework based on the SOR paradigm,this paper explores the influence mechanism of user immersion experience on information sharing behaviors based on the integration of use and satisfaction theory and media richness theory,and empirically studies the relevant factors that affect the information sharing behaviors of mobile video clipusers.The research results showthat the use of satisfaction and media richness stimulation significantly enhancethe immersive experience,which promotes the user’s willingness to share information,but the perceived risksignificantly reduces the impact of the immersive experience on information sharing.Besides,the willingness to share information has a significant positive effect on information sharing behaviors.

关 键 词：移动短视频APP 沉浸理论 感知风险 信息分享行为 刺激—反应 

分 类 号：C931[经济管理—管理学]