本文選題：網(wǎng)絡(luò)視頻服務(wù) + 用戶行為意愿��； 參考：《華中科技大學(xué)》2012年博士論文

【摘要】：近年來，，隨著網(wǎng)絡(luò)技術(shù)和流媒體技術(shù)的進步，網(wǎng)絡(luò)視頻服務(wù)業(yè)得以產(chǎn)生并迅速發(fā)展。網(wǎng)絡(luò)視頻服務(wù)的本質(zhì)是以用戶為中心的服務(wù)，滿足用戶的需求是任何一種信息服務(wù)的最根本所在，而用戶的需求又體現(xiàn)在其使用服務(wù)時的各種行為規(guī)律上。在網(wǎng)絡(luò)視頻服務(wù)中，用戶是視頻服務(wù)內(nèi)容的消費者，也是視頻服務(wù)內(nèi)容的重要創(chuàng)作者、提供和上傳者，同時也是視頻服務(wù)內(nèi)容的主要傳播者；用戶的這些角色體現(xiàn)在其三大主要行為上：內(nèi)容使用行為、內(nèi)容生成上傳行為和內(nèi)容傳播行為。對網(wǎng)絡(luò)視頻服務(wù)中用戶的行為規(guī)律及影響模型的探索，對于視頻服務(wù)提供商在制定用戶服務(wù)模式及制度時可以提供理論指導(dǎo)和工具模型支持。 首先探究了視頻服務(wù)的內(nèi)容分發(fā)網(wǎng)絡(luò)構(gòu)架，構(gòu)建了視頻服務(wù)中企業(yè)間協(xié)作服務(wù)的范式，為進一步對視頻服務(wù)用戶行為的研究奠定了基礎(chǔ)。提出了一種基于CDN與P2P集成平臺的網(wǎng)絡(luò)視頻服務(wù)分發(fā)架構(gòu)，能夠較好地應(yīng)用于網(wǎng)絡(luò)視頻內(nèi)容服務(wù)。從服務(wù)企業(yè)運營角度出發(fā)，構(gòu)建了兩種類型的企業(yè)間網(wǎng)絡(luò)視頻協(xié)作服務(wù)模式的范式結(jié)構(gòu)：單核集中化縱向企業(yè)協(xié)作服務(wù)模式和多核網(wǎng)絡(luò)化企業(yè)協(xié)作視頻服務(wù)模式。在分析網(wǎng)絡(luò)視頻服務(wù)及視頻用戶特征的基礎(chǔ)上，構(gòu)建了網(wǎng)絡(luò)視頻服務(wù)用戶行為意愿的研究框架模型。 視頻用戶的內(nèi)容使用行為是視頻服務(wù)商首要關(guān)注的問題，是視頻服務(wù)存在的根本，用戶通過對視頻內(nèi)容的瀏覽使用，以滿足用戶的視頻信息需求；考察了網(wǎng)站質(zhì)量、信息質(zhì)量和服務(wù)質(zhì)量中的可靠性、響應(yīng)性、保證性、關(guān)懷性等因素對視頻用戶內(nèi)容使用行為意愿的影響。研究結(jié)果表明，網(wǎng)站質(zhì)量和信息質(zhì)量對視頻用戶內(nèi)容使用滿意度的影響作用顯著，進而顯著影響視頻用戶內(nèi)容使用的行為意愿；發(fā)現(xiàn)服務(wù)質(zhì)量的可靠性、響應(yīng)性與保證性可以合成一個為服務(wù)水平的公因子，服務(wù)水平顯著影響視頻用戶滿意度，進而影響視頻用戶內(nèi)容使用行為意愿。 用戶的視頻內(nèi)容生成上傳行為，可以給視頻服務(wù)帶來大量的視頻內(nèi)容資源，基于用戶對視頻內(nèi)容的眾創(chuàng)模式，視頻服務(wù)的運作效率將得到提高；論文以技術(shù)接受模型理論為基礎(chǔ)，構(gòu)建并實證檢驗了網(wǎng)絡(luò)視頻用戶內(nèi)容生成上傳行為意愿模型。研究結(jié)果表明，感知趣味性、感知有用性、感知激勵性、利他性和社會身份認(rèn)同對視頻用戶內(nèi)容生成上傳行為意愿的影響顯著，而技術(shù)接受模型中的維度之一，感知易用性的影響作用并不顯著。 網(wǎng)絡(luò)用戶對視頻內(nèi)容的傳播行為，將在很大程度上推廣和傳播視頻網(wǎng)站及其服務(wù)的知名度，用戶口碑廣告?zhèn)鞑パ杆�、效果顯著，這種傳播行為還可以極大地推動蘊含在視頻內(nèi)容中的信息和知識的擴散和交流，有利于社會和文明的進步。論文主要考察了服務(wù)平臺支持、關(guān)心他人、幫助公司、社交利益、視頻質(zhì)量和積極自我提升對視頻用戶內(nèi)容傳播行為意愿的影響。研究結(jié)果表明，服務(wù)平臺支持、關(guān)心他人、社交利益、視頻質(zhì)量和積極自我提升等因素對網(wǎng)絡(luò)視頻用戶內(nèi)容傳播行為意愿有顯著的影響作用，其中，積極自我提升的影響作用最為顯著。
[Abstract]:In recent years, with the progress of network technology and streaming media technology, the network video service industry is able to produce and develop rapidly. The essence of the network video service is user centered service, to satisfy the user's needs is the most fundamental of any kind of information service, and the requirement of the user is reflected in the various behavior rules of the service. In the network video service, the user is the consumer of the content of the video service, the important creator of the content of the video service, the provider and the uploading, and the main communicator of the content of the video service; the users' characters are embodied in the three main behaviors: the content use behavior, the content generation and uploading behavior and the content spread. The study of behavior rules and influence models of users in network video service can provide theoretical guidance and tool model support for video service providers in formulating user service mode and system.
Firstly, the content distribution network architecture of video service is explored, the paradigm of inter enterprise collaboration service in video service is constructed, which lays the foundation for further research on user behavior of video service. A network video service distribution architecture based on CDN and P2P integration platform is proposed, which can be better applied to network video content service. From the perspective of service enterprise operation, two types of paradigm structure of inter enterprise network video collaboration service mode are constructed: single core centralized vertical enterprise cooperative service mode and multi core network enterprise collaborative video service mode. Based on the analysis of network video service and video user characteristics, the network video service is constructed. A framework model for the user's behavioral intention.
The content use behavior of video users is the primary concern of video service providers. It is the root of video service. Users browse and use video content to meet the user's demand for video information. It examines the quality of the website, the reliability of information quality and quality of service, responsiveness, assurance, caring and so on. The results show that the quality of the web site and the quality of information have a significant impact on the satisfaction of video user content, and thus significantly affect the willingness to use the content of video users, and the reliability of the quality of service, responsiveness and assurance can be used to synthesize a public cause of service level. The service level significantly affects the video user satisfaction, thereby affecting the user's willingness to use content.
The user's video content generation and uploading behavior can bring a lot of video content to the video service. Based on the user's creation model of the video content, the efficiency of the video service will be improved. Based on the theory of technology acceptance model, the paper constructs and empirically tests the intention of the content generation and uploading behavior of the network video users. The results show that perceived interest, perceived usefulness, perceived motivation, altruism and social identity have a significant impact on the content of video users' content generation and uploading behavior, while one of the dimensions in the technology acceptance model is not significantly affected by the impact of perceived ease of use.
The communication behavior of Internet users to video content will popularize and disseminate the popularity of video websites and their services to a great extent. It is very rapid and effective to use Hukou advertisements. This kind of communication can also greatly promote the spread and communication of information and knowledge contained in video content, which is beneficial to the progress of society and civilization. This paper mainly investigates the influence of service platform support, caring about others, helping the company, social benefits, video quality and positive self promotion on the content of video users' content transmission behavior. The results show that service platform support, care for others, social benefits, video quality and positive self promotion are related to the content of network video users. Sowing willingness has a significant impact, and positive self promotion is the most significant.

【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：F49;F224

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