媒介接触还是媒介互动:新媒体使用行为对健康类产品推广效果的影响研究  

Media Exposure or Media Interaction: A Study of the Impact of New Media Usage Behavior on the Promotion Effect of Health Products

作　　者：芮牮 李林燕 Rui Jian;Li Linyan

机构地区：[1]华南理工大学新闻与传播学院,广州510006

出　　处：《新闻春秋》2024年第4期52-62,共11页Journalism Evolution

摘　　要：随着互联网的发展和媒介技术的进步,新媒体在健康产品宣传和营销过程中愈发重要,受众对媒介的使用方式也从简单的接触转变为更深度的互动。在电动牙刷的宣传推广中,我们试图比较媒介接触和媒介互动这两种不同卷入程度的媒介使用行为的作用差异。本研究以技术接受模型为理论框架,探究不同类型的新媒体使用行为对大学生的电动牙刷使用意愿的影响机制。研究发现,感知有用性、易用性和感知风险是影响大学生对电动牙刷态度和使用意愿的关键因素。而且相较于媒介接触,媒介互动在提升大学生的态度和使用意愿方面更为明显。因此,推广健康产品时应注重产品的有用性和易用性,并充分利用新媒体的互动功能,提升用户认知与粘性,以实现更好的宣传效果。With the development of the Internet and the advancement of media technology,new media are widely used in the process of health product promotion and marketing.The way audiences use media has also changed from simple exposure to more in-depth interaction.In the promotion of electric toothbrushes,we aim to explore the contrasting roles of media exposure and media interaction,which are two media engagement behaviors with different levels of involvement.Using the technology acceptance model as a theoretical framework,this study explores the mechanisms by which different types of new media engagement behaviors influence college students'willingness to use electric toothbrushes.The results showed that perceived usefulness,perceived ease of use,and perceived risk all significantly influenced college students'attitudes and intention to use electric toothbrushes.In addition,compared with media exposure,media interaction significantly promoted college students'perceived usefulness and perceived risk of electric toothbrushes,which therefore affected their attitudes and intention to use.The findings of the study revealed the importance of emphasizing the perceived usefulness and perceived ease of use attributes of the products when promoting health products like electric toothbrushes,and making full use of the interactive feature of new media platforms to strengthen users perceptions of the products and cultivate their stickiness,in order to obtain better promotional effects.

关 键 词：媒介接触 媒介互动 技术接受模型 健康类产品 电动牙刷 

分 类 号：G210[文化科学—新闻学]