情感倦怠、群体认同与关系网络维系——基于人口迁移推拉理论模型的移动短视频平台用户转移意向研究  

Emotional Fatigue,Group Identity and Relationship Network Maintenance:A Switching Intention Survey of Mobile VideoPlatformUser with the PPM Model

作　　者：邓秀军 李雅莹 熊婉婷 Deng Xiujun;Li Yaying;Xiong Wanting(School of International Journalism and Communication,Beijing Foreign Studies University;School of Journalism and Information Communication,Huazhong University of Science and Technology)

机构地区：[1]北京外国语大学国际新闻与传播学院,北京100089 [2]华中科技大学新闻与信息传播学院,湖北武汉430074

出　　处：《新闻界》2024年第4期61-75,共15页Journalism and Mass Communication

基　　金：北京市社科基金重点项目“移动短视频助力北京城市国际形象建构与传播研究”(22JCB031)。

摘　　要：本论文聚焦于移动短视频平台的用户转移意向,选择人口迁移推拉理论模型作为理论视角和分析框架,构建用户转移意向产生的动因模型和假设,利用偏最小二乘法进行验证,探究和揭示影响用户在不同应用之间转换的关键影响因素。研究发现,对原有移动短视频应用的不满意、替代产品的吸引力和主观规范对用户的转移意向具有显著的正向影响,而转换障碍则会阻碍转移意向的生成。其中,对原有应用的不满意主要由情感倦怠导致,替代产品有关的主观规范由群体认同生成,关于转换成本的顾忌主要源于关系网络维系的需要。The switching intention of mobile video user refers to user's intent or desire to give up an existing mobile video application and turn to use a new one instead.This study focuses on the user's switching intention of the mobile video platform,employs push-pull-mooring(PPM)framework originated from human migration literature as the theoretical paradigm to explore the key factors influencing users'switching intention in the field of the mobile video applications.And PLS(Partial least squares)was also adopted in this study to test both the measurement model.The results reveal that dissatisfaction with incumbent application,the attractiveness of alternative one and the subjective norm have significant positive effects on switching intention,while switching barrier negatively affects switching intention.Among them,dissatisfaction with the original application is mainly caused by emotional fatigue,subjective norms related to alternative products are generated by group identity,and concerns about switching costs mainly stem from the need to maintain the relationship network.The research theoretically expands our knowledge of the behavioral intention of mobile short video users and has unique contributions in the perspectives of communication and social network switching theory.

关 键 词：移动短视频 网络迁移 转移意向 推拉理论模型 

分 类 号：G206[文化科学—传播学]