本文選題：視頻網(wǎng)站 + 用戶接受度　； 參考：《南京大學(xué)》2017年碩士論文

【摘要】：隨著廣告收入不再能為視頻網(wǎng)站創(chuàng)造新的盈利增長點(diǎn),視頻企業(yè)不斷探索新模式,因而會員模式應(yīng)運(yùn)而生,其通過提供增值服務(wù)而獲得會員費(fèi)等收入正在逐漸成為企業(yè)發(fā)展的新方向。在目前各大視頻網(wǎng)站的大力推廣下,雖然會員數(shù)量出現(xiàn)了爆炸性的增長,但同時滲透率一直處于非常低的水平,特別是與美國同行業(yè)的著名視頻網(wǎng)站相比,這意味著,國內(nèi)視頻用戶尚未形成為在線視頻和服務(wù)買單的消費(fèi)習(xí)慣,尚未真正接受視頻網(wǎng)站的會員模式。因此,圍繞會員用戶接受度開展對其有直接和間接影響的因素的研究就顯得具有十分重要的實踐意義。本文首先分析了在線視頻網(wǎng)站付費(fèi)市場的發(fā)展背景和國內(nèi)會員接受程度的現(xiàn)狀,針對可能影響會員用戶接受度的因素進(jìn)行了初步討論,然后提出本文的研究論題。由于在線視頻網(wǎng)站會員模式是新興的業(yè)務(wù),尚且沒有文獻(xiàn)對此構(gòu)建模型并進(jìn)行定量研究。并且隨著移動互聯(lián)網(wǎng)已經(jīng)全面融入人們的生活,用戶對科技產(chǎn)品和服務(wù)的感受感知也與此前大有不同。視頻網(wǎng)站的用戶不同于企業(yè)組織內(nèi)的用戶,他們是付費(fèi)的主體同時會在使用消費(fèi)的過程中形成個體的評價和感受,因此本研究需要借鑒關(guān)于用戶接受度在電子商務(wù)、移動支付、移動互聯(lián)網(wǎng)等領(lǐng)域的相關(guān)理論和研究,還要結(jié)合本文的研究對象的實際情況,提出具有針對性的模型。本次研究的理論模型是融合了 UTAUT模型和VAM模型后構(gòu)建而成,其中功能效用、情感價值、貨幣成本作為自變量,通過中介變量感知價值間接作用于結(jié)果變量用戶接受度。而社會影響和便利條件這兩個變量對用戶接受度有直接作用。針對模型和研究假設(shè)并結(jié)合會員業(yè)務(wù)模式,設(shè)計問卷并收集數(shù)據(jù),在對數(shù)據(jù)的統(tǒng)計分析結(jié)果看,模型的假設(shè)都得到了驗證。其中,功能效用、情感價值、貨幣成本中以功能效用對感知價值直接影響最大,而對用戶接受度的影響最大因素是社會因素。最后,本文根據(jù)此次研究結(jié)果,對視頻網(wǎng)站全面發(fā)展會員模式提出了強(qiáng)化視頻內(nèi)容吸引力,豐富會員特權(quán)功能、細(xì)分用戶群體、差異化會員服務(wù)、增加社會化推廣方式、多方合作以提升兼容性以及加強(qiáng)會員關(guān)系管理等啟示和建議。
[Abstract]:As advertising revenue can no longer create new profit growth points for video sites, video companies continue to explore new models, so the membership model arises at the historic moment.By providing value-added services and obtaining membership fees and other income is gradually becoming a new direction of enterprise development.Despite the explosive growth in membership, the penetration rate has been at a very low level, especially compared with the well-known video sites in the United States.Domestic video users have not yet formed the habit of paying for online video and services, and have not really accepted the membership model of video websites.Therefore, it is of great practical significance to study the factors that have direct and indirect influence on the user acceptance.This paper first analyzes the development background of the online video website payment market and the present situation of the acceptance degree of the members in China, discusses the factors that may affect the acceptance of the member users, and then puts forward the research topic of this paper.Because the online video site membership model is a new business, there is no literature to build the model and quantitative research.And with the mobile Internet fully integrated into people's lives, users' perception of technology products and services is very different.The users of video website are different from the users in the enterprise organization, they are the payer and form the individual evaluation and feeling in the process of using and consuming, so this research needs to learn from the user acceptance in e-commerce, mobile payment.The relevant theories and researches in mobile Internet and other fields, and the actual situation of the research object in this paper, also put forward a targeted model.The theoretical model of this study is constructed by combining the UTAUT model and the VAM model. The functional utility, emotional value and monetary cost are regarded as independent variables, and the user acceptance degree of the result variable is indirectly affected by the perceived value of the intermediate variable.And the social influence and the convenience condition these two variables have the direct effect to the user acceptance.According to the model and the research hypothesis and the member business model, the questionnaire is designed and the data is collected. The statistical analysis results of the data show that the hypothesis of the model has been verified.Among them, functional utility, emotional value and monetary cost have the greatest direct impact on perceived value, while social factors have the greatest influence on user acceptance.Finally, according to the results of this study, this paper puts forward to enhance the video content attraction, enrich the privilege function of the members, divide the user group, differentiate the member service, increase the social promotion way to the overall development of the member mode of the video website.Multi-party cooperation to enhance compatibility and enhance member relationship management and other inspiration and advice.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49;F713.55
，

本文編號：1748139