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感知融合媒体的受众采纳行为

发布时间: 2010-6-29


预读:        【关键词】 融合媒体;      媒介融合;      采纳行为;      科技接受模型;      感知融合性;          【Key words】 Media Convergence;      Converging Media;      Adoption Behaviors;      Technology Acceptance Model;      Perceived Convergence;      感知融合媒体的受众采纳行为
论文中文摘要:随着媒介融合逐步进入市场融合阶段,受众对新媒体的采纳行为越来越受到探讨界的重视。本探讨基于媒体融合的动态进程,浅析驱动融合进程的关键因素,通过对关键驱动因素——技术和需求的进展走势比较浅析,探讨发现未来媒体形态即融合媒体,以而进一步浅析融合媒体的关键性特点结构,并选取确定本探讨的具体融合媒体探讨对象。然后本探讨以TAM模型为基础,结合感知娱乐论述、革新性论述以及前期对融合媒体特点结构的探讨结果,提出本探讨的整合论述框架。通过结构方程建模,对调查数据进行统计浅析,探讨受众融合媒体采纳行为的内在机制。本探讨模型以利用意愿为结果变量,利用意愿的复相联系数为0.816,模型可以解释总方差的81.6%。原12个假设中除感知易用性影响利用态度和感知娱乐性影响感知有用性假设不成立外,其余10个假设均成立。将各变量对利用意愿的总效应以大到小排列,分别为利用态度、主观规范、感知媒体融合性、感知易用性、感知有用性和感知娱乐性。利用态度与主观规范对利用意愿的高强度影响作用,感知有用是利用态度和利用意愿的重要决定因素,其影响程度超过感知易用性和感知娱乐性的影响,感知易用性对利用态度没有显著性的影响作用,对于融合媒体这一新兴技术而言,主要的采纳人群往往比较年轻,其基本的媒介素养较高,媒体利用的容易程度对态度的影响程度较弱。感知媒体融合性体现出了对感知易用性、感知有用性和感知娱乐性较高的正向影响作用,体现出感知媒体融合性作为前因变量的有效性。感知媒体融合性还完全通过影响感知易用性、感知有形和感知娱乐性而间接影响利用意愿的,并且其还体现出了较高的影响效应。科技革新性特点作为调节变量引入模型中,三大群组比较浅析发现总体来说追求新奇型受众更多受感知娱乐性的影响,而感知媒体融合性对追求新奇型受众行为影响更多;而科技保守型与革新引领型受众更多受感知易用性因素的影响。本探讨通过论述浅析探讨了未来媒介的形态,而实证探讨的感知媒体融合性相关结论验证该论述浅析,这将推动媒介融合论述和新媒体论述探讨的深入。建构的融合媒体采纳行为的整合模型,将推动了采纳行为论述在媒体采纳领域的运用和进展。感知媒体融合性对各个变量的较高的影响力,反映了融合媒体的融合性特点是受众采纳新媒体的最为重要理由之一,反映融合媒体的融合性特点相对于传统媒体的较大优势,以数据上实证了融合媒体对传统媒体的替代性和媒体进展的未来走势。

【English Abstract】 The user adoption behaviors toward the new media draws more and more attentions when the media market convergence phase is coming. Based on the dynamic development of the media convergence, this paper analysed the most important factors which leads the convergence. They are the demand and technology. After comparing the trends of them, we find the future media would be converging media and analyse the key character of it. Then based on the results, this paper integrates the TAM , TRA, Perceived Playfulness theory and advance the integrated theory model. Through SEM analysis, we aims to unveil the internal behavior mechanism of the user adoption behaviors.The explanatory force of the whole model for the behavioral intention arrives at 81.6%. 10 hypothesis of the initial 12 hypothesis in the model are all justified. The findings of this paper indicate the PE has no remarkable influence on the attitude. And also the Perceived Playfulness has no remarkable influence on the PU. In Descending order of the total effect toward to the intention, they are attitude, subjective norm, Perceived media convergence, PE, PU and Perceived playfulness. The attitude and subjective norm have high influence on the use intention. PU is still a more important factor than the PE and Perceived Playfulness which would influence the attitude and intention. PE has no remarkable influence on attitude. The reason maybe is that the young people are teehnology equipped, more innovative and competitive. The perceived media convergence has very high remarkable influence on the PE,PU and Perceived playfulness. And it also has very high remarkable indirect effect on the attitude and intention. And In external variables, the technology innovation is introduced as effective factor. The innovations users pay more attentions to playfulness, but the innovations leaders and the conservative users adoption behaviors are inflenced by the PE.This paper finds the future media and the SEM Empirical analysis proves the theory. It would greatly help the development of the Media Convergence Theory. And it would develop the TAM. The variable Perceived media convergence is very important since it proves the convergence would be the trend of the future media.

【关键词】 融合媒体; 媒介融合; 采纳行为; 科技接受模型; 感知融合性;
【Key words】 Media Convergence; Converging Media; Adoption Behaviors; Technology Acceptance Model; Perceived Convergence;
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