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

【摘要】：近年來，，隨著網(wǎng)絡技術和流媒體技術的進步，網(wǎng)絡視頻服務業(yè)得以產(chǎn)生并迅速發(fā)展。網(wǎng)絡視頻服務的本質是以用戶為中心的服務，滿足用戶的需求是任何一種信息服務的最根本所在，而用戶的需求又體現(xiàn)在其使用服務時的各種行為規(guī)律上。在網(wǎng)絡視頻服務中，用戶是視頻服務內(nèi)容的消費者，也是視頻服務內(nèi)容的重要創(chuàng)作者、提供和上傳者，同時也是視頻服務內(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)絡視頻服務中用戶的行為規(guī)律及影響模型的探索，對于視頻服務提供商在制定用戶服務模式及制度時可以提供理論指導和工具模型支持。 首先探究了視頻服務的內(nèi)容分發(fā)網(wǎng)絡構架，構建了視頻服務中企業(yè)間協(xié)作服務的范式，為進一步對視頻服務用戶行為的研究奠定了基礎。提出了一種基于CDN與P2P集成平臺的網(wǎng)絡視頻服務分發(fā)架構，能夠較好地應用于網(wǎng)絡視頻內(nèi)容服務。從服務企業(yè)運營角度出發(fā)，構建了兩種類型的企業(yè)間網(wǎng)絡視頻協(xié)作服務模式的范式結構：單核集中化縱向企業(yè)協(xié)作服務模式和多核網(wǎng)絡化企業(yè)協(xié)作視頻服務模式。在分析網(wǎng)絡視頻服務及視頻用戶特征的基礎上，構建了網(wǎng)絡視頻服務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商首要關注的問題，是視頻服務存在的根本，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)站質量、信息質量和服務質量中的可靠性、響應性、保證性、關懷性等因素對視頻用戶內(nèi)容使用行為意愿的影響。研究結果表明，網(wǎng)站質量和信息質量對視頻用戶內(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)服務質量的可靠性、響應性與保證性可以合成一個為服務水平的公因子，服務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，視頻服務的運作效率將得到提高；論文以技術接受模型理論為基礎，構建并實證檢驗了網(wǎng)絡視頻用戶內(nèi)容生成上傳行為意愿模型。研究結果表明，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平臺支持、關心他人、幫助公司、社交利益、視頻質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。研究結果表明，服務平臺支持、關心他人、社交利益、視頻質量和積極自我提升等因素對網(wǎng)絡視頻用戶內(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.

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

【參考文獻】

相關期刊論文 前10條

1 侯德林;蔡淑琴;夏火松;張星;;視頻服務滿意度與使用意愿實證研究[J];工業(yè)工程與管理;2011年03期

2 周濤;魯耀斌;;基于SERVQUAL的消費者網(wǎng)上重復購物行為研究[J];管理科學;2007年03期

3 汪學舜;余少華;徐寧;戴錦友;;適用于流媒體傳輸?shù)膭討B(tài)門限調(diào)度算法[J];計算機研究與發(fā)展;2011年01期

4 張炎濱;;網(wǎng)絡視頻服務發(fā)展的“三大戰(zhàn)略”[J];通信世界;2009年02期

5 李玉海,侯德林;流媒體技術在電子商務信息發(fā)布中的應用[J];情報科學;2005年06期

6 侯德林;李玉海;黃京;;網(wǎng)格環(huán)境下的流媒體信息服務[J];情報科學;2006年03期

7 姚海燕;鄧小昭;;網(wǎng)絡用戶信息行為研究概述[J];情報探索;2010年02期

8 侯德林;蔡淑琴;夏火松;;基于Web2.0的流媒體信息服務研究[J];情報資料工作;2010年02期

9 周運清,蘇娜;網(wǎng)絡行為與社會控制[J];情報雜志;1999年03期

10 曹雙喜;鄧小昭;;網(wǎng)絡用戶信息行為研究述略[J];情報雜志;2006年02期

相關博士學位論文 前3條

1 周濤;面向交易全過程的電子商務信任研究[D];華中科技大學;2007年

2 鄧朝華;移動服務用戶采納模型及其實證研究[D];華中科技大學;2008年

3 劉鵬;網(wǎng)絡用戶行為分析的若干問題研究[D];北京郵電大學;2010年

相關碩士學位論文 前1條

1 侯德林;流媒體技術在電子商務信息發(fā)布中的應用研究[D];華中師范大學;2006年

本文編號：1847210