本文選題：手機新聞　切入點：用戶　出處：《上海交通大學(xué)》2015年博士論文

【摘要】：隨著移動互聯(lián)網(wǎng)的飛速發(fā)展,手機新聞受到越來越多中國用戶的認可和歡迎。主流新聞機構(gòu)與自媒體紛紛開展移動融合實踐,試圖在多種平臺上吸引用戶的選擇和使用。手機新聞傳播日益受到黨政部門、傳媒機構(gòu)、廣告商和投資者的青睞,但是學(xué)界對手機新聞使用的關(guān)注仍很不足。本研究將手機新聞的使用分為媒介采用、平臺選擇和來源使用三個層面,從用戶視角分析這些使用背后的影響因素。在手機新聞媒介的采用研究中,基于媒介生態(tài)位理論建立了滿足機會和滿足-效用與媒介使用時間之間的關(guān)系框架。研究發(fā)現(xiàn),手機作為新聞媒介在使用時間上對其他媒介具有明顯的競爭替代作用,在滿足機會和滿足-效用生態(tài)位維度相比其他媒介具有明顯的競爭優(yōu)勢,而且滿足機會和滿足-效用在手機對其他媒介時間替代效應(yīng)方面的解釋力高達90%左右。在手機新聞的平臺(包括客戶端、瀏覽器、微博和微信)選擇研究中,基于媒介選擇集合的框架從用戶因素、產(chǎn)品因素和平臺因素構(gòu)建了手機新聞平臺選擇影響模型。研究發(fā)現(xiàn),手機新聞使用時間對手機平臺選擇集合的大小沒有顯著影響;手機新聞平臺使用的形式為單平臺專屬式和多平臺補充式,即在一個平臺上使用多種類型的新聞和在多個平臺上使用同一種類型的新聞;個人創(chuàng)新性、手機新聞使用經(jīng)驗、動機和平臺因素對平臺使用有一定的影響。在手機新聞的來源(即內(nèi)容提供商)使用研究中,基于S-O-R框架,從社會影響因素和服務(wù)質(zhì)量兩方面構(gòu)建了手機新聞來源使用的影響模型。研究發(fā)現(xiàn),相似性感知、專業(yè)性感知和流行性感知等社會影響因素與信息質(zhì)量、互動質(zhì)量等服務(wù)質(zhì)量,通過用戶的認知、情感和參與契合顯著影響用戶的忠誠使用,而用戶涉入度也在社會影響因素和服務(wù)質(zhì)量對用戶契合的關(guān)系中發(fā)揮著部分調(diào)節(jié)作用。本研究對新聞媒介生態(tài)位、平臺選擇集合和媒體來源忠誠方面的研究具有理論貢獻,也對手機新聞產(chǎn)品的運營者提供了平臺拓展和營銷策略方面的建議。
[Abstract]:With the rapid development of the mobile Internet, mobile news has been recognized and welcomed by more and more Chinese users. Mainstream news organizations and self-media have launched mobile convergence practices. Trying to attract users to choose and use in a variety of platforms. Mobile news dissemination is increasingly popular with the party and government departments, media organizations, advertisers and investors, However, academic attention to the use of mobile news is still insufficient. This study divides the use of mobile news into three levels: media adoption, platform selection and source use. Based on the theory of media niche, the relationship framework between satisfying opportunity and satisfiability and media usage time is established in the study of the adoption of mobile news media from the perspective of users. As a news medium, mobile phone has obvious competitive substitution to other media in the use time, and has obvious competitive advantage compared with other media in satisfying opportunity and satisfication-utility niche dimension. And contentment and contentment-utility explain about 90 percent of the time substitution effect of mobile phones to other media. In the research on the choice of mobile news platforms (including clients, browsers, Weibo and WeChat), Based on the framework of media selection set, the influence model of mobile news platform selection is constructed from user factor, product factor and platform factor. It is found that the usage time of mobile news has no significant influence on the size of mobile platform selection set. Mobile news platforms are used in the form of single-platform exclusive and multi-platform complementary, that is, using multiple types of news on one platform and using the same type of news on multiple platforms; personal innovation, mobile news use experience, Motivations and platform factors have a certain impact on the use of the platform. In the study of the use of mobile news sources (i.e. content providers), based on the S-O-R framework, This paper constructs a model of the use of mobile phone news sources from two aspects: social influence factors and service quality. The research finds that social factors such as similarity perception, professional perception and epidemic perception are related to the quality of service such as information quality, interaction quality, etc. Through the user's cognition, emotion and participation, the user's loyalty is significantly affected, and user involvement also plays a part in regulating the relationship between social factors and quality of service. The research on platform selection set and media source loyalty has theoretical contribution, and also provides suggestions on platform expansion and marketing strategy for mobile news product operators.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2015
【分類號】：G206

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本文編號：1679916