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论文编号：	12716
作者编号：	2120183096
上传时间：	2021/12/6 15:42:00
中文题目：	移动短视频APP用户社交平台信息分享行为影响因素研究
英文题目：	Research on influencing factors of mobile short video APP users'' social platform information sharing behavior
指导老师：	徐曼
中文关键字：	移动短视频APP；短视频；在线社交平台；信息分享行为
英文关键字：	mobile short video APP; short video; online social networking platform; information sharing behavior
中文摘要：	本文以移动短视频APP用户为主要研究对象，以微信、QQ等社交平台为分享媒介，研究移动短视频APP用户社交平台信息分享行为影响因素，丰富和补充了信息分享行为的理论研究。本文研究对用户而言可以降低社交孤独感、提高愉悦感；对平台而言可以提升品牌知名度、扩大用户规模；对公众而言可以提高知识素养，特别是新冠疫情频发时期健康信息的大众传播。 本文以人际行为理论模型为主要模型参考，通过梳理相关文献确定预期经济收益、预期人际获益、愉悦、情感、态度、习惯、便利性、内容有用性等主要影响变量，提出9个研究假设并构建本文研究概念模型。本文采用问卷调查法和结构方程模型分析法收集和分析样本数据，根据预调研情况对题项进一步修改完善后发放正式调研问卷。对收回的457份有效问卷进行数据分析和假设检验。通过分析结果发现，预期经济获益、预期人际获益、愉悦对情感均具有正向影响，预期人际获益和愉悦对态度也具有正向影响，特别是愉悦，在感知结果三个因素中对情感和态度影响程度最大。情感和态度都对用户分享意愿产生显著正向影响，并且可以看出态度的影响程度大于情感。习惯也是关键影响因素之一，习惯的形成依赖于情感因素，作用于用户分享行为。便利性和内容有用性尚未通过假设检验，说明对于移动短视频APP用户的分享行为不具有正向影响。另外，本文还分析了112名用户从不分享短视频至社交平台的原因。本文认为虽然便利性较好时不会激励用户产生分享行为，但在便利性较差时会阻碍分享行为的发生。 最后，为促进用户移动短视频APP用户社交平台信息分享行为，本文从提升用户感知结果、提高用户正向情感倾向和分享态度、提高用户操作便利性和分享习惯三大方面提出了对策建议。
英文摘要：	This paper takes mobile short video APP users as the main research object and social platforms such as wechat and QQ as sharing media to study the factors influencing the information sharing behavior of mobile short video APP users on social platforms, thus enriching and supplementing the theoretical research on information sharing behavior. This study can reduce social loneliness and improve pleasure for users. For the platform, it can enhance brand awareness and expand user scale; For the public, knowledge literacy can be improved, especially the mass dissemination of health information during the frequent occurrence of COVID-19. In this paper, the theoretical model of interpersonal behavior is taken as the main model reference, and the main influencing variables such as expected economic benefit, expected interpersonal benefit, pleasure, emotion, attitude, habit, convenience and usefulness of content are determined by combing relevant literature. Nine research hypotheses are proposed and the conceptual model of this paper is constructed. In this paper, the questionnaire survey method and structural equation model analysis method were used to collect and analyze sample data, and the questions were further modified and improved according to the pre-survey situation and then the formal survey questionnaire was issued. Data analysis and hypothesis testing were performed on 457 valid questionnaires. The results show that expected economic benefit, expected interpersonal benefit and pleasure all have positive effects on emotion, and expected interpersonal benefit and pleasure also have positive effects on attitude. Especially, pleasure has the greatest influence on emotion and attitude among the three factors of perception result. Both emotion and attitude have significant positive influence on users' intention to share, and it can be seen that the influence degree of attitude is greater than emotion. Habit is also one of the key influencing factors. The formation of habit depends on emotional factors and acts on users' sharing behavior. Convenience and content usefulness have not yet passed the hypothesis test, indicating that they do not have a positive impact on the sharing behavior of mobile short video APP users. In addition, this paper also analyzes the reasons why 112 users never share short videos to social platforms. This paper argues that although good convenience will not motivate users to share behavior, poor convenience will hinder the occurrence of sharing behavior. Finally, in order to promote users' information sharing behaviors on social platforms of mobile short video APP users, this paper puts forward countermeasures and suggestions from three aspects: improving users' perception results, improving users' positive emotional tendency and sharing attitude, and improving users' operation convenience and sharing habits.
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