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论文编号：	11580
作者编号：	2120172967
上传时间：	2020/4/21 14:22:19
中文题目：	基于UTAUT模型的视频博客平台使用意愿影响因素研究
英文题目：	Research on Factors Affecting The Willingness to Use Vlog Platform Based on UTAUT Model
指导老师：	肖雪
中文关键字：	UTAUT模型；视频博客；使用意愿；影响因素
英文关键字：	UTAUT Model；Vlog；Use intention；Influence factors
中文摘要：	技术的进步使得网络环境更迭换代加快，碎片化成为当代社会一大特征，视频博客也就是Vlog在这样的背景下发展迅猛。视频博客是指用视频的形式记录生活。用户生产内容（UGC）等属性与网友追求自由、表达个性的需求不谋而合，视频博客不仅受到普通个体的喜爱，在明星群体中也深受欢迎。 在这种迅速发展的背景下，因为视频博客兴起较晚，国内外关于视频博客的研究较少，且大多不够深入。笔者从使用意愿影响因素入手，立足于UTAUT模型，在基本模型原有变量中，加入感知趣味性、感知风险、个体创新性和个性化需求新变量，同时以性别和年龄作为调节变量，通过问卷的方法在线搜集数据样本，试图构建用户对视频博客使用意愿影响因素的模型。首先对问卷进行预测验，检查信效度是否合理，待修改问卷后正式发放。通过spss25.0和Mplus软件对收回的327份有效问卷样本数据进行实证分析。研究结果表明，绩效期望、努力期望、社群影响、感知趣味性、个性化需求和个体创新性均对使用意愿起到显著正相关作用；感知风险对使用意愿起到显著负相关作用；年龄对使用意愿有调节作用；性别对使用意愿调节作用影响不显著。 依据实证分析结果，结合视频博客自身特点，试图为视频博客的发展提出合理化建议：注重内容质量；发展个性化避免趋同；注重操作体验；加强政策引导；注重隐私保护。
英文摘要：	Technological progress has accelerated the replacement of the network environment, and fragmentation has become a major feature of contemporary society. Video blog, or Vlog, develops rapidly in this context. Vlog refers to recording life in the form of video. User-generated content (UGC) and other attributes coincide with the need of netizens to pursue freedom and express their personality. Vlog is not only popular with ordinary individuals, but also among the star groups. In this context of rapid development, because the Vlog rose relatively late, the domestic and foreign research on Vlog is less, and most of them are not deep enough. Based on the UTAUT model, the author adds new variables of perceived playfulness，perceived risk, personal innovation and personal demand into the original variables of the basic model, and takes gender and age as adjusting variables. The author collects data samples online through questionnaires in an attempt to construct user's view. The model of influencing factors of frequent Vlog use intention. Firstly, the questionnaire is tested to check whether the reliability and validity are reasonable, and then the questionnaire is issued formally after revision. Through SPSS 25.0 and Mplus software, 327 valid questionnaires were collected for empirical analysis. The results show that performance expectation, endeavor expectation, social influence, perceived playfulness, personal demand and personal innovation all have significant positive correlation with willingness to use; perceived risk has significant negative correlation with willingness to use; age has moderating effect on willingness to use; gender has moderating effect on willingness to use The noise was not significant. Based on the results of empirical analysis, combined with the characteristics of Vlog itself, this paper tries to put forward reasonable suggestions for the development of Vlog: focusing on content quality; developing personalization to avoid convergence; focusing on operational experience; strengthening policy guidance; and focusing on privacy protection.
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