何因致采纳,何素调节之?——一项关于国内用户新媒体采纳行为影响因素的元分析  

What Factors Led to Adoption?What Factors Regulate It?——A Meta-Analysis on the Influencing Factors of Domestic Users'New Media Adoption Behavior

作　　者：吴汐雯 吴开军 韩兴福 WU Xiwen;WU Kaijun;HAN Xingfu

机构地区：[1]暨南大学新闻与传播学院 [2]广州航海学院海事法律与交通管理学院 [3]广东白云学院华为ICT学院

出　　处：《传媒经济与管理研究》2024年第2期67-100,共34页Media Economics and Management Research

摘　　要：本文针对现有中国情境下用户新媒体采纳行为影响因素的研究中存在的不一致和差异性问题,采用定量研究对现有文献进行再分析,探究有哪些因素影响用户新媒体采纳行为,又有哪些调节变量存在,从而完善现有用户新媒体采纳行为理论体系。本文运用元分析方法从18篇定量研究文献中识别出9个影响因素,并探究其影响强度,以性别、受教育情况、职业状况、样本量作为调节变量探讨调节效应。结果表明,有9个因素影响着用户新媒体采纳行为,影响强度依次为信源可信度、信息质量、主观规范、感知易用性、感知有用性、信任、相容性(高度正相关)、感知娱乐性(中等程度正相关)、感知风险(低程度负相关)。发现调节变量能够在一定程度上解释用户新媒体采纳行为与影响因素间的异质性,其中受教育情况和职业状况的调节作用更大,样本量次之,性别基本上没有调节作用。本文理论上通过元分析得到更趋一致的研究结论,在充分保证研究结果稳定性和可靠性的基础上构建了用户新媒体采纳模型,具有一定的创新性,研究结论也为后续用户新媒体采纳行为研究提供了思路,做出了理论探讨。实践上为新媒体运营企业高质量地开发和运营新媒体提供了基于消费者行为需求的理论指导。本文的局限性一方面表现在文献样本量较少,另一方面是元分析方法只用了双变量研究,今后有待补充新的文献,并采用多变量研究,进一步完善研究结论。This article aims at the inconsistencies and differences in the research on the influencing factors of user's new media adoption behavior in China,using quantitative research to reanalyze the existing literature,explore which factors affect user's new media adoption behavior,and which moderators exist,in order to improve the existing theoretical system of user's new media adoption behavior.This article uses meta-analysis to identify nine influencing factors from 18 quantitative research documents,and explores their impact intensity.It explores the moderator effect from gender,education,occupational status,and sample size as moderator variables.The results indicate that there are nine factors that affect users'new media adoption behavior,with the order of impact intensity being source credibility,information quality,subjective norms,perceived ease of use,perceived usefulness,trust,compatibility(significant positive),perceived entertainment(positive),and perceived risk(negative).It was found that the moderators can explain some heterogeneity between users'new media adoption behavior and influencing factors,with education and occupational status having a greater moderating effect,followed by sample size,and gender having basically no moderating effect.This article theoretically draws more consistent research conclusions through meta-analysis.On the basis of fully ensuring the stability and reliability of the research results,it constructs a user new media adoption model,which is innovative to a certain extent.The research conclusions also provide ideas and theoretical discussions for subsequent research on user new media adoption.In practice,it provides theoretical guidance based on consumer behavior needs for new media operators to develop and operate new media with high quality.The limitations of this article are,on the one hand,that the sample size of the literature is small,and on the other hand,the meta-analysis method only uses bivariate research.In the future,new literature needs to be supplemented and multiv

关 键 词：新媒体 采纳行为 影响因素 元分析 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]