短视频用户间歇性中辍行为反复机理及优化研究  

Research on the Recurrent Mechanism and Optimization of Intermittent Dropout Behavior of Short Video Users

作　　者：王文韬[1,2] 宋天骁 唐思捷 钱鹏博 余艺凡 Wang Wentao;Song Tianxiao;Tang Sijie;Qian Pengbo;Yu Yifan(School of Management,Anhui University,Hefei 230601,China;School of Information Management,Nanjing University,Nanjing 210023,China;Literature Information Center in Fudan University,Shanghai 200433,China)

机构地区：[1]安徽大学管理学院,安徽合肥230601 [2]南京大学信息管理学院,江苏南京210023 [3]复旦大学文献信息中心,上海200433

出　　处：《现代情报》2023年第12期51-62,共12页Journal of Modern Information

基　　金：安徽省杰出青年科研项目“信息经验视域下信息成瘾的敏化机理与干预策略研究”;安徽高校研究生科学研究项目“弱关系社交媒体用户间歇性中辍行为反复机理及优化研究”(项目编号:YJS20210028)。

摘　　要：[目的/意义]以抖音短视频为例,对其用户的间歇性中辍行为进行全流程解构,研究其行为的影响因素及规律,明晰弱关系社交媒体用户间歇性中辍行为流程、内在机理、发生规律,对相关信息平台的建设提供优化策略。[方法/过程]基于理性行为理论,结合相关文献构建模型;采用移动经验取样法获取抖音用户间歇性中辍行为的原始数据;利用PLS-SEM对数据进行模型验证,揭示影响因素之间的路径效应。[结果/结论]用户的间歇性中辍行为表现为“中辍—再次采纳—(中辍—再次采纳—……)中辍”这一循环往复的过程。其中感知成本、系统质量、群体规范刺激用户产生中辍意向,进而产生中辍行为;社交需求、感知愉悦性、转换障碍、群体规范刺激用户产生再次采纳意向,进而产生再次采纳行为。[Purpose/Significance]Taking TikTok short video as an example,the study deconstructs the whole process of intermittent dropout behavior of its users,studies the factors affecting their behavior and behavior patterns,explores the process,inner mechanism and occurrence pattern of intermittent dropout behavior of weakly related social media users,and provides optimization strategies for the construction of related information platforms.[Method/Process]The study used the rational behavior theory model and combining with related literature to construct the model;adopted the mobile empirical sampling method to obtain the original data of intermittent intermittent dropout behavior of TikTok users;used PLS-SEM to analyze the data,verified the model,and revealed the influencing factors according to the results.[Result/Conclusion]The intermittent dropout behavior of users is expressed as“dropout-adopt again-(dropout-adopt again-……)dropout”which is a cyclic process.Among them,perceived cost,system quality,and group norms stimulate users to generate intermittent dropout intention,and then generate intermittent dropout behavior;social needs,perceived pleasantness,switching barriers,and group norms stimulate users to generate re-adoption intention,and then generate re-adoption behavior.

关 键 词：短视频 间歇性中辍行为 社交媒体用户 抖音 理性行为理论 移动经验取样法 

分 类 号：G252[文化科学—图书馆学]