發(fā)布時(shí)間：2018-01-27 08:05

  本文關(guān)鍵詞： 網(wǎng)絡(luò)直播 使用意向 技術(shù)接受理論　出處：《西南大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：UGC(user-generated content)是指用戶原創(chuàng)內(nèi)容,是伴隨著以提倡個(gè)性化為主要特點(diǎn)的web2.0概念興起而來,它是一種用戶使用互聯(lián)網(wǎng)的新方式。用戶既是網(wǎng)絡(luò)內(nèi)容的瀏覽者,也是網(wǎng)絡(luò)內(nèi)容的創(chuàng)造者。UGC的運(yùn)用使得“自媒體”的廣泛運(yùn)用成為可能,每一個(gè)用戶都可以成為內(nèi)容的生產(chǎn)者,也為網(wǎng)絡(luò)直播的誕生提供了技術(shù)支持。而隨著硬件技術(shù)不斷成熟與流量費(fèi)用不斷的降低,市場因素中PC端開始向移動(dòng)端轉(zhuǎn)移。扎克伯格積極為Facebook布局直播Facebook Live,他認(rèn)為直播是“目前為止做過最激動(dòng)的事情�！倍鴩鴥�(nèi)的一直播在直播宋仲基的粉絲見面會時(shí),吸引了1100萬人次圍觀。當(dāng)下,網(wǎng)絡(luò)直播大行其道,體現(xiàn)出社會生活中的某些剛性需求,同時(shí)也正在深刻地影響著人們的行為方式。另外,各大網(wǎng)絡(luò)直播激流勇進(jìn),欲在“紅�！敝型怀鲋貒�,而其中最重要一環(huán)的便是用戶積累。因此,為了能夠在競爭中實(shí)現(xiàn)流量變現(xiàn),爭奪更大的市場份額,各大網(wǎng)絡(luò)直播平臺需注重用戶積累,了解影響我國網(wǎng)絡(luò)直播用戶使用意向的因素。在此背景下,本研究將提取出影響我國網(wǎng)絡(luò)直播用戶使用意向的因素,建構(gòu)研究模型進(jìn)而進(jìn)行驗(yàn)證。最終期望能夠?yàn)槲覈麄�(gè)網(wǎng)絡(luò)直播行業(yè)健康、理性發(fā)展提供借鑒。本研究包括以下幾個(gè)部分:(1)首先,本文梳理了先前學(xué)者對網(wǎng)絡(luò)直播以及新技術(shù)采納接受理論的研究,基于文獻(xiàn)探討,提取出可能影響我國網(wǎng)絡(luò)直播用戶使用意向的因素,同時(shí)進(jìn)行了初始模型的建構(gòu);(2)然后,通過小組深度訪談和問卷初調(diào)查,從而對用戶觀看網(wǎng)絡(luò)直播的行為特點(diǎn)、使用頻率和使用意向進(jìn)行了解,進(jìn)而從中抽取了影響我國網(wǎng)絡(luò)直播用戶使用意向的因素;(3)最后,通過網(wǎng)絡(luò)版問卷和紙質(zhì)版問卷調(diào)查的方法進(jìn)行了調(diào)研,驗(yàn)證了影響網(wǎng)絡(luò)直播用戶行為意向的因素及各因素對用戶使用意向的影響程度;(4)在此基礎(chǔ)上,本文為我國網(wǎng)絡(luò)直播的發(fā)展提出了相關(guān)的意見和建議。本研究成果主要包括:(1)初步研究得到了影響我國網(wǎng)絡(luò)直播用戶行為意向的因素;(2)了解了目前我國網(wǎng)絡(luò)直播用戶的觀看行為、使用頻率等現(xiàn)狀;(3)得出了感知易用性與感知有用性、感知娛樂性的之間存在顯著正相關(guān);感知有用性、主觀規(guī)范、感知娛樂性、與行為態(tài)度之間存在顯著正相關(guān);感知有用性、主觀規(guī)范、感知娛樂性、行為態(tài)度與使用意向之間的存在顯著正相關(guān)。同時(shí)修正了研究模型;(4)根據(jù)本研究的驗(yàn)證結(jié)果,為我國網(wǎng)絡(luò)直播的發(fā)展提出了一些意見和建議。
[Abstract]:UGC(user-generated content refers to user-generated content, which is accompanied by the rise of the concept of web2.0, which is characterized by the promotion of personalization. It is a new way for users to use the Internet. The user is not only the viewer of network content, but also the creator of network content. UGC makes the wide use of "self-media" possible. Each user can become a producer of content, but also for the birth of live network to provide technical support. And with the continuous maturity of hardware technology and traffic costs continue to reduce. Market factors began to shift from PC to mobile. Zuckerberg actively broadcast Facebook Live for the Facebook layout. He described live broadcasting as "the most exciting thing done so far," while a domestic broadcast attracted 11 million people during a live broadcast of Song's fan meeting. At the moment, webcast was popular. Reflects some rigid needs in social life, but also is profoundly affecting the way people behave. In addition, the major network broadcast of the rapids bravely, want to break out in the "Red Sea" encirclement. Therefore, in order to realize the flow realization in the competition and compete for a larger market share, each major webcast platform needs to pay attention to the user accumulation. Under this background, this study will extract the factors that affect the intention of our webcast users. Finally, it is expected to provide a reference for the healthy and rational development of the whole webcast industry in China. This research includes the following parts: 1) first of all. This paper combs the previous scholars' research on the reception theory of webcast and the adoption of new technologies. Based on the literature discussion, we extract the factors that may affect the users' intention to use the webcast in our country. At the same time, the initial model is constructed. Then, through group in-depth interviews and questionnaires, the behavior characteristics, frequency and intention of users watching live webcast were investigated. Furthermore, the factors influencing the intention of using the webcast users in China are extracted from it. Finally, through the method of online questionnaire and paper questionnaire, the author verifies the factors that affect the users' behavior intention and the influence degree of each factor on the users' intention to use. On this basis. This paper puts forward some suggestions and suggestions for the development of webcast in China. The results of this study mainly include: 1) the factors that influence the behavior intention of webcast users in China are obtained. (2) to understand the current situation of watching behavior and using frequency of webcast users in our country; (3) it is concluded that there is a significant positive correlation between perceived usability and perceived usefulness and perceived entertainment; Perceived usefulness, subjective norms, perceived entertainment, and behavioral attitudes have significant positive correlation; There is a significant positive correlation between perceived usefulness, subjective norms, perceived entertainment, behavioral attitude and use intention. 4) based on the results of this study, some suggestions and suggestions are put forward for the development of webcast in China.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206

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本文編號：1468021