数字电影中的沉浸式传播对受众态度行为的影响——基于C-TAM-TPB模型的研究  

The Influence of Immersive Communication on audience's attitudes and behaviors in digital Movies——Based on the research of C-TAM-TPB model

作　　者：曹沥伟 周凯[1] CAO Liwei;ZHOU Kai

机构地区：[1]南京大学新闻传播学院

出　　处：《传媒经济与管理研究》2024年第2期101-128,共28页Media Economics and Management Research

摘　　要：随着数字化技术的发展,以3D、4D、IMAX为代表的沉浸式数字电影越来越成为受众的消费品。在技术赋能的时代,沉浸式电影带给人们视觉、听觉上的感知大大不同于普通电影,它给观众营造了一种“身临其境”的感觉。本文基于沉浸式传播理论,运用C-TAM-TPB模型,分析了沉浸式电影带给受众的沉浸感对其使用沉浸式数字电影的态度及行为的影响。研究表明,受众沉浸感的增加提升了其对数字电影有用性和易用性的感知,从而提升了他们对沉浸式数字电影的正面评价和使用的行为意愿。同时,本文研究表明,人际互动和网络口碑带给受众的主观规范也影响了他们对使用数字电影的行为态度和行为意愿。在此基础上,本文对沉浸式数字电影的发展提出了相关政策建议。With the development of digital technology,immersive digital movies represented by 3D,4D and IMAX are increasingly becoming consumer goods for audiences.In the era of technological empowerment,immersive films bring people a different perception of vision and hearing from ordinary films.It creates a“immersive”feeling for the audience.Based on the theory of immersive communication,this paper analyzes the impact of immersion on their attitude and behavior of using immersive digital movies by using C-TAM-TPB model.Research has shown that an increase in audience immersion enhances their perceived usefulness of digital movies,thereby increasing their positive evaluation and willingness to watch immersive digital movies.At the same time,this study shows that the subjective norms brought by interpersonal interaction and online word-of-mouth also influence their attitude and willingness.On this basis,this paper puts forward relevant policy recommendations for the development of immersive digital films.

关 键 词：数字电影 沉浸式传播 受众 技术接受模型 计划行为理论 主观规范 

分 类 号：J90[艺术—电影电视艺术]