新老年用户短视频生成行为动因研究——麦克拉斯基需求分类理论视角  

Studies on the Short Video Generation Behavior of New Senior Users:From the Perspective of McClusky Demand Classification Theory

作　　者：王琼宇 胡蓉[2] 邓小昭[1] Wang Qiongyu;Hu Rong;Deng Xiaozhao(College of Computer and Information Science,Southwest University,Chongqing,400715;College of Teacher Education,Southwest University,Chongqing,400715)

机构地区：[1]西南大学计算机与信息科学学院,重庆400715 [2]西南大学教师教育学院,重庆400715

出　　处：《情报资料工作》2024年第3期49-59,共11页Information and Documentation Services

基　　金：国家社会科学基金项目“贡献需求驱动的新老年用户短视频生成行为研究”(批准号:23BTQ065)的研究成果之一。

摘　　要：[目的/意义]积极老龄化国家战略背景下,新老年用户短视频生成行为是老年群体从数字社会的“旁观者”向“参与者”积极转变的生动体现,折射出此群体丰富的内在需求。文章从麦克拉斯基提出的需求分类理论视角出发,深入探究新老年用户短视频生成行为动因,力求精准助推积极老龄化。[方法/过程]通过半结构化访谈,细化需求分类理论中不同层次需求的子维度,构建新老年用户短视频生成行为动因模型,并通过问卷调查检验各层次需求、学历和社交意愿对其短视频生成行为的影响机理。[结果/结论]表达需求(记录留念、表达展示),贡献需求(利他性、传授知识经验),影响需求(积极社会参与)以及超越需求(自我提升、自我价值)均会对新老年用户短视频生成行为产生显著的正向影响;学历和社交意愿分别在部分需求与短视频生成行为中起显著正向调节效应。社会各界应当把握新老年群体不同的内在需求,精准服务,促进该群体在数字社会参与中实现从浏览者向表达者、贡献者、影响者及自我超越者的多元角色转变。[Purpose/significance]Under the background of the national strategy of active aging,the short video gener⁃ation behavior of new senior users is a vivid manifestation of the positive transformation of the senior group from‘by⁃stander’to‘participant’in the digital society,reflecting the rich internal needs of this group.From the perspective of McClusky’s demand classification theory,this study deeply explores the motivation of short video generation behavior of new senior users,and strives to accurately promote active aging.[Method/process]Through semi-structured inter⁃views,the sub-dimensions of different levels of needs in the demand classification theory are refined,and the motiva⁃tion model of short video generation behavior of new senior users is constructed.The questionnaire survey is used to test the impact of various levels of needs,education and social willingness on their short video generation behavior.[Re⁃sult/conclusion]Expressive needs(record retention,expression display),contributive needs(altruism,imparting knowledge and experience),influence needs(active social participation)and transcendence needs(self-improvement,self-worth)will have a significant positive impact on the short video generation behavior of new senior users.Education⁃al background and social willingness play a significant positive moderating role in some needs with short video genera⁃tion behavior respectively.All sectors of society should grasp the different internal needs of the new senior group,pro⁃vide accurate services,and promote the group’s multi-role transformation from viewer to expresser,contributor,influ⁃encer and self-transcender in the digital society participation.

关 键 词：需求分类理论 新老年用户 短视频生成行为 动因 

分 类 号：G206[文化科学—传播学] D669.6[政治法律—政治学]