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论文编号：	12512
作者编号：	2120183100
上传时间：	2021/6/14 21:50:41
中文题目：	移动短视频APP情境下用户信息分享行为研究
英文题目：	Research on user information sharing behavior in the context of mobile short video APP
指导老师：	李月琳
中文关键字：	流媒体;短视频;信息分享;用户行为;人际行为理论
英文关键字：	Streaming media;Short video;Information sharing;User behavior;Theory of interpersonal behavior
中文摘要：	互联网技术的发展使得流媒体逐渐兴起，人与人之间的交流方式变得不同于以往。直播和短视频这两个行业作为互联网时代下传统流媒体的精简版相较传统媒体更加受到用户青睐。当公众获取信息、分享信息的渠道变得更加丰富时，分享短视频当前已是移动用户进行信息交换与传播的重要方式。与此同时，移动短视频APP市场竞争也日趋激烈。 本文的研究目的是为厘清用户的短视频APP情境下的信息分享行为及其影响因素和心理变化，为短视频APP服务商增加用户视角，对用户群体进行精准定位，从而更有针对性的设计产品、树立品牌形象，走可持续的良性发展道路。 研究首先介绍了本文的研究背景和意义，梳理了国内外学者对于信息分享行为的已有研究，整理了研究所用到的理论支撑，并对引用的动机理论、自我决定理论、理性行为理论和人际行为理论进行了详细介绍。其次根据文献的梳理和预调研的结果，拟定了移动短视频APP用户在各类不同交平台或好友之间 分享短视频有哪些影响因素，规定了心理动机、人际关系、预期反馈、所获收益、个人习惯等变量，提出研究假设，设计调查问卷，构建了移动短视频APP用户在线社交平台分享行为的理论模型。再次，通过问卷星平台发放并获取实 证研究的数据，利用SPSS数据分析软件对数据收集结果进行分析处理，包括信度和效度检验，构建结构方程模型并进行拟合度检验，然后通过模型构建结果对假设检验的结果进行了验证分析。 通过问卷数据分析，研究得出如下结论：社会因素下的心理动机变量对于短视频APP用户的分享意愿的影响最为显著，并且用户的心理动机是呈现动态变化而非一成不变的。分享意愿与习惯影响用户的分享行为。并且不同于以往关于社交媒体的分享行为研究，男女之间的性别差异对于短视频APP情境下的用户分享行为的影响并不十分显著。 最后，根据研究结果提出了对移动短视频APP发展的对策，为移动短视频服务商更好的吸引用户、留住用户、增加用户使用频率、更多的在其他社交平台上的分享推广等目的提供参考建议。
英文摘要：	With the development of Internet technology, streaming media is gradually rising, and the way of communication between people is different from the past. The two industries of live broadcasting and short video, as the condensed version of traditional streaming media in the Internet era, are more favored by users than traditional media. When the public access to information and information sharing channels become more abundant, sharing short videos has become an important way for mobile users to exchange and spread information. At the same time, the mobile short video APP market competition is also increasingly fierce. The research purpose of this paper is to clarify users' information sharing behavior, its influencing factors and psychological changes under the context of short video APP, increase users' perspective for short video APP service providers, and accurately position user groups, so as to design products more specifically, establish brand image, and take the road of sustainable and benign development. First of all, the research introduces the research background and significance of this paper, sorts out the existing research on information sharing behavior by scholars at home and abroad, sorts out the theoretical support used in the research, and introduces the motivation theory, self-determination theory, rational behavior theory and interpersonal behavior theory cited in detail. Secondly, based on the literature review and pre-research results, this paper proposed the influencing factors of mobile short video APP users' sharing of short video between different platforms or friends, defined variables such as psychological motivation, interpersonal relationship, expected feedback, earnings, personal habits, put forward research hypotheses, and designed questionnaires. A theoretical model of mobile short video APP users' sharing behavior on online social platforms is constructed. Thirdly, the data of empirical research were distributed and obtained through the questionnaire platform, and the data collection results were analyzed and processed by SPSS data analysis software, including reliability and validity tests. The structural equation model was constructed and the degree of fit test was conducted. Then, the results of hypothesis test were verified and analyzed through the results of model construction. Through the analysis of questionnaire data, the research draws the following conclusions: psychological motivation variables under social factors have the most significant impact on the sharing intention of short video APP users, and the psychological motivation of users presents dynamic changes rather than invariable. Sharing intentions and habits affect users' sharing behavior. And different from previous studies on social media sharing behavior, gender differences between men and women do not have a significant impact on users' sharing behavior in the context of short video apps. Finally, according to the research results, this paper puts forward the countermeasures for the development of mobile short video APP, so as to provide reference suggestions for the purpose of better attracting users, retaining users, increasing the frequency of users' use, and more sharing and promotion on other social platforms.
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