技术感知与交互体验:竖屏新闻短视频用户使用意愿影响因素研究  

Technology Perception and Interaction Experience:A Study of Factors Influencing Users'Intention to Use Vertical News Short Videos

作　　者：张锐[1] 刘靖晗 ZHANG Rui;LIU Jinghan

机构地区：[1]北京电影学院管理学院

出　　处：《传媒经济与管理研究》2024年第2期34-66,共33页Media Economics and Management Research

基　　金：国家社科基金项目“新一代信息技术对新闻传播的运行方式影响研究”(18BXW037)阶段性研究成果。

摘　　要：竖屏短视频用户增长迅速,新闻媒体也遵循社交平台逻辑,以竖屏形式拓展自身新闻生态,产出轻量化、平民化的内容。符合社交媒体逻辑的竖屏新闻短视频,能否延续其内在价值并被广大网民接受,其媒介特征是否吸引用户,并影响用户使用意愿,成为重要的议题。本文以技术接受模型为基础,结合人机交互视野中的交互性、社会临场感和沉浸体验理论,构建影响竖屏新闻短视频用户使用意愿的理论模型,采用结构方程模型方法进行实证分析。研究发现:竖屏新闻短视频的感知有用性和感知易用性对使用意愿有影响,感知交互性、感知社会临场感和沉浸体验对使用意愿皆有影响。With the rapid growth of vertical short video users,news media have also followed the logic of social platforms to expand their news ecology by using vertical screen format to produce lightweight and civilian content.Whether the vertical news short video conforms to social media logic can continue its intrinsic value and be accepted by most Internet users.Whether the media characteristics of vertical news short videos attract users and influence their intention to use them,these become critical issues.Based on the Technology Acceptance Model,this paper combines the theories of interactivity,social presence,and immersion experience in the human-computer interaction horizon to build a theoretical model that affects users'\intention to use vertical news short videos.It adopts the structural equation modelling method for empirical analysis.The study found that the perceived usefulness and ease of use of vertical news short videos impact the intention to use,and the perceived interactivity,perceived social presence,and immersion experience impact the intention to use.

关 键 词：竖屏新闻短视频 交互性 社会临场感 沉浸体验 技术接受模型 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]