本文選題：網(wǎng)絡(luò)電視 + 創(chuàng)新擴(kuò)散�。� 參考：《西南大學(xué)》2011年碩士論文

【摘要】：截至2010年12月,我國(guó)的網(wǎng)民人數(shù)達(dá)到4.57億,網(wǎng)絡(luò)作為一種傳播介質(zhì)的功能正在逐步影響、改變著人們的生產(chǎn)和生活方式�；ヂ�(lián)網(wǎng)的迅速發(fā)展使得各種傳統(tǒng)媒體正在經(jīng)歷前所未有的挑戰(zhàn),同時(shí),互聯(lián)網(wǎng)的出現(xiàn)也催生了許多新型傳播模式,網(wǎng)絡(luò)電視就是其中一個(gè)典型代表。網(wǎng)絡(luò)電視是網(wǎng)絡(luò)與電視相結(jié)合的一種產(chǎn)物,它通過(guò)互聯(lián)網(wǎng)向用戶在線提供畫(huà)面和聲音的傳輸,是一種全新的視聽(tīng)傳播方式。從20世紀(jì)末至今的短短10余年間,網(wǎng)絡(luò)電視以其互動(dòng)性、可選擇性以及強(qiáng)大的個(gè)性化服務(wù)功能被越來(lái)越多的人們所認(rèn)識(shí)和接受,網(wǎng)絡(luò)電視在世界范圍內(nèi)的發(fā)展速度可謂非常神速。為了能夠了解網(wǎng)絡(luò)電視用戶的使用情況,研究影響用戶對(duì)網(wǎng)絡(luò)電視選擇和使用的因素,本文以美國(guó)學(xué)者羅杰斯的創(chuàng)新擴(kuò)散理論為全文的理論支撐,運(yùn)用實(shí)證研究的方法,描繪網(wǎng)絡(luò)電視用戶的結(jié)構(gòu)特征,建立網(wǎng)絡(luò)電視用戶的行為模型。 全文共分為六章,第一章緒論主要是對(duì)研究背景、研究對(duì)象、研究目的和研究方法的梳理。通過(guò)對(duì)國(guó)內(nèi)外關(guān)于網(wǎng)絡(luò)電視的現(xiàn)狀分析,確立了以網(wǎng)絡(luò)電視用戶的使用行為為研究,在實(shí)際的研究過(guò)程中,采用文獻(xiàn)研究、問(wèn)卷調(diào)查、比較分析的研究方法進(jìn)行研究。 第二章是對(duì)網(wǎng)絡(luò)電視發(fā)展脈絡(luò)的梳理,重點(diǎn)是理清網(wǎng)絡(luò)電視在我國(guó)的發(fā)展歷程。首先對(duì)網(wǎng)絡(luò)電視的概念進(jìn)行詮釋,然后梳理網(wǎng)絡(luò)電視在我國(guó)的發(fā)展歷程,這部分圍繞網(wǎng)絡(luò)電視在我國(guó)經(jīng)歷的三個(gè)重要年份而展開(kāi),最后,從創(chuàng)新擴(kuò)散理論的五個(gè)創(chuàng)新屬性入手,對(duì)網(wǎng)絡(luò)電視進(jìn)行創(chuàng)新屬性的分析。 第二章重點(diǎn)論述網(wǎng)絡(luò)電視的受眾,從網(wǎng)絡(luò)電視受眾的概念及特征入手,進(jìn)而歸納出關(guān)于網(wǎng)絡(luò)電視受眾的三個(gè)行為特點(diǎn),為建立網(wǎng)絡(luò)電視用戶的行為模型打下基礎(chǔ)。 第四章是對(duì)網(wǎng)絡(luò)電視用戶的使用行為進(jìn)行問(wèn)卷的設(shè)計(jì)和調(diào)查,這部分主要對(duì)本次調(diào)查問(wèn)卷的設(shè)計(jì)框架、樣本及抽樣、數(shù)據(jù)處理進(jìn)行闡明,以及在問(wèn)卷設(shè)計(jì)中,本研究需著重解決的三個(gè)問(wèn)題,即描繪用戶的結(jié)構(gòu)特征、建立用戶的行為模型、顯示用戶的未來(lái)使用傾向,這也是本研究的主要脈絡(luò)方向。 第五章,通過(guò)對(duì)調(diào)查問(wèn)卷的數(shù)據(jù)統(tǒng)計(jì)和分析,從以下三個(gè)方面展開(kāi)對(duì)網(wǎng)絡(luò)電視用戶的使用行為因素分析,第一方面是結(jié)構(gòu)因素分析,第二方面是選擇因素分析,第三方面是過(guò)程因素分析。總體上,筆者將使用行為的影響因素分為樣本的個(gè)人因素和創(chuàng)新的特征因素,個(gè)人因素包括性別、年齡、身份屬性、受教育程度和經(jīng)濟(jì)狀況,創(chuàng)新本身的特征因素包括節(jié)目?jī)?nèi)容的豐富程度、畫(huà)面清晰度、視頻流暢度、操作界面的難易程度、廣告彈出數(shù)量、廣告持續(xù)時(shí)間和節(jié)目的更新速度。研究發(fā)現(xiàn),在個(gè)人因素方面,采納者表現(xiàn)出年輕化、低齡化的年齡趨勢(shì),結(jié)合創(chuàng)新本身的特征因素,采納者以高學(xué)歷和學(xué)生、技術(shù)性人才為主要的用戶群。 第六章是對(duì)研究結(jié)果的總體討論,結(jié)合本研究的調(diào)查數(shù)據(jù),筆者對(duì)網(wǎng)絡(luò)電視市場(chǎng)的未來(lái)發(fā)展提出了四點(diǎn)具有現(xiàn)實(shí)意義的建議：(1)內(nèi)容為王,加強(qiáng)媒體融合；(2)創(chuàng)新?tīng)I(yíng)銷模式,探索廣告行為；(3)加強(qiáng)個(gè)性,完善服務(wù)性功能；(4)注重口口相傳,開(kāi)展多渠道推廣 總的來(lái)說(shuō),網(wǎng)絡(luò)電視不僅以一種新型的視聽(tīng)傳播模式流行于現(xiàn)代社會(huì),它更是成為人們?nèi)粘Ｉ钪械囊环N新型娛樂(lè)化手段,它的發(fā)展?jié)摿κ欠浅＞薮蟮?希望這篇在筆者能力范圍內(nèi)所描繪的行為特征能幫助決策者進(jìn)一步認(rèn)識(shí)網(wǎng)絡(luò)電視用戶的使用行為,對(duì)網(wǎng)絡(luò)電視的未來(lái)發(fā)展起到一定的推動(dòng)作用。
[Abstract]:As of December , 2010 , the number of Internet users has reached 450 million , the function of network as a transmission medium is gradually affecting , changing people ' s production and life style . The rapid development of Internet has made various traditional media experiencing unprecedented challenges . At the same time , Internet TV is one of the typical representatives .


The whole text is divided into six chapters , the first chapter is mainly on the research background , the research object , the research object and the research method . By analyzing the present situation of the network TV at home and abroad , the author establishes the use behavior of the network TV user as the research . In the actual research process , the research method of literature research , questionnaire and comparative analysis is adopted .


The second chapter is to comb the development of the network TV , focusing on the development course of the network TV in China . Firstly , the concept of the network TV is interpreted , then the development course of the network TV in China is analyzed . In the end , this part starts with the five innovative attributes of the innovation diffusion theory , and analyzes the innovative properties of the network TV .


The second chapter focuses on the audience of the network TV , starts with the concept and characteristics of the network TV audience , then induces the three behavioral characteristics of the network TV audience , and lays the foundation for the establishment of the network TV user ' s behavior model .


The fourth chapter is the design and investigation of the use behavior of the network TV users . This part mainly explains the design frame , sample and sampling and data processing of the questionnaire , and in the design of the questionnaire , the present study needs to focus on the three problems , namely , the characteristics of the user , the establishment of the user ' s behavior model , the display of the user ' s future use tendency , which is also the main direction of the study .


In the fifth chapter , through the data statistics and analysis of the questionnaire , the analysis of the use behavior of the network TV users is carried out from the following three aspects : the first aspect is structural factor analysis , the second aspect is the choice factor analysis , and the third aspect is process factor analysis .


The sixth chapter is the general discussion on the results of the research , combining with the investigation data of this study , the author puts forward four realistic suggestions on the future development of the network TV market : ( 1 ) the content is Wang , the media fusion is strengthened ;
( 2 ) Innovative marketing model , exploring advertising behavior ;
( 3 ) strengthening the personality and improving the service sexual function ;
( 4 ) Focus on oral communication and carry out multi - channel promotion


Generally speaking , the network TV is not only popular in modern society with a new audio - visual communication mode , but it is a new type of entertainment in people ' s daily life . It has great potential for development . It is hoped that the behavior characteristics depicted in the author ' s capabilities can help the decision - makers to further understand the use behavior of the users of the network and play a certain role in the future development of the network TV .

【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：TN949.292

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 陳越;趙欣艷;;電視上網(wǎng)服務(wù)實(shí)踐與研究綜述[J];北京郵電大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2012年06期

2 李廣羽;;網(wǎng)絡(luò)電視現(xiàn)狀與發(fā)展分析[J];中國(guó)報(bào)業(yè);2011年22期

相關(guān)碩士學(xué)位論文 前3條

1 蓋璐斯;電視從業(yè)者對(duì)3D電視制作技術(shù)的采納動(dòng)機(jī)研究[D];上海交通大學(xué);2013年

2 袁苑;基于技術(shù)創(chuàng)新擴(kuò)散模型的移動(dòng)數(shù)據(jù)業(yè)務(wù)擴(kuò)散的實(shí)證研究[D];北京郵電大學(xué);2012年

3 俞晶晶;TV2.0時(shí)代女大學(xué)生的網(wǎng)絡(luò)電視收視行為及其影響研究[D];西南大學(xué);2013年

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本文編號(hào)：1757174