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论文编号：	14657
作者编号：	2120223690
上传时间：	2024/6/5 17:56:35
中文题目：	基于技术接受模型的播客用户持续行为意向的影响因素研究
英文题目：	Research on the factors affecting Podcast Users'' Sustained Behavioral Intention from the Perspective of Technology Acceptance Model
指导老师：	张永强
中文关键字：	中文播客；音频新闻；感知价值；技术接受模型；持续行为意向
英文关键字：	Chinese podcast; Audio News; Perceived value; Technology acceptance model; Intention to continue behavior
中文摘要：	近年来，互联网短视频充斥着大量同质内容，用户的视觉审美已渐感疲惫。而以播客为代表的声音符号作为新的媒介方式正逐渐吸引大众注意，成为新的信息载体。2020年被称为“中文播客元年”，我国在线音频行业用户规模已达5.7亿人，越来越多消费者愿意为音频内容买单。中文播客正逐步回归公众视线，为了解消费者在新媒体环境中使用播客动机，本文意在探讨：影响中文播客用户持续行为意向的因素有哪些？消费者在收听过程中关注的感知价值具体有哪些因素，影响程度大小如何？ 通过对相关文献的梳理归纳，当前研究焦点集中在播客的历史演变轨迹、兴起的内在动因、发展的显著特征等，但对于用户行为意愿的相关研究较为匮乏，考虑到国外播客市场从业界到学界都比较成熟，因此本文的研究主要聚焦国内的中文播客，关注当前我国用户使用行为及其影响因素。 本研究以播客用户为研究对象，以技术接受模型（TAM）为核心理论模型进行拓展，并结合播客属性，从内容呈现与交互特征引入了伴随性、互动性、趣味性等变量，建立中文播客用户的持续行为意向的影响因素模型。通过发放调查问卷的方式收集442份数据，进行实证分析处理。 本文主要研究结论如下:(1)播客属性4个维度个性化、趣味性、伴随性和互动性均正向影响消费者的感知易用性和有用性；（2）感知易用性和有用性正向影响使用态度，使用态度和有用性正向影响持续行为意向；（ 3）感知有用性和感知易用性播客属性各个维度与消费者播客态度影响过程起部分中介作用。 本文的创新点在于，理论方面，探索消费者的收听心理与行为动机，完善播客收听过程中影响消费者持续行为意向的因素和模型，拓宽了技术接受模型的应用范围；实践方面，为播客平台运营方提出营销建议，助推把握好用户的多元需求和使用行为，促进新闻行业和品牌宣传发展，推动国内播客转型升级。 关键词：中文播客；音频新闻；感知价值；技术接受模型；持续行为意向
英文摘要：	In recent years, Internet short videos are full of a large number of homogeneous content, and users' visual aesthetics has become increasingly tired. The sound symbols represented by podcasts are gradually attracting the attention of the public and becoming a new information carrier. 2020 is known as the "first year of Chinese podcasting". The number of users in China's online audio industry has reached 570million, and more and more consumers are willing to pay for audio content. Chinese podcasts are gradually returning to the public eye. In order to understand consumers' motivations for using podcasts in the new media environment, this paper aims to explore: what are the factors that affect the continuous behavior intention of Chinese podcasts users? What are the specific factors of perceived value that consumers pay attention to in the listening process, and what is the degree of influence? Through summarizing the relevant literature, the current research focus is on the historical evolution of podcasting, the internal motivation of its rise, and the significant characteristics of its development. However, there is a lack of relevant research on the user behavior willingness. Considering that the foreign podcasting market is more mature in both the industry and academia, this paper focuses on the domestic Chinese podcasting, focusing on the current user behavior and its influencing factors in China. This study takes podcast users as the research object, expands the technology acceptance model (TAM) as the core theoretical model, and combines the podcast attributes, introduces the variables of accompaniment, interactivity and interest from the content presentation and interaction characteristics, and establishes the influencing factor model of Chinese podcast users' continuous behavior intention. 442 data were collected by issuing questionnaires for empirical analysis. The main research conclusions of this paper are as follows: (1) the four dimensions of podcast attribute, personalization, interest, accompaniment and interactivity, have a positive impact on consumers' perceived ease of use and usefulness; (2) Perceived ease of use and usefulness positively affect use attitude, and use attitude and usefulness positively affect sustained behavior intention; (3) All dimensions of perceived usefulness and perceived ease of use podcast attributes play a partial mediating role in the process of consumer podcast attitude. The innovation of this paper is that in theory, it explores consumers' listening psychology and behavior motivation, improves the factors and models thataffect consumers' sustained behavior intention in the process of listening to podcasts, and widens the application scope of technology acceptance model; In practice, it puts forward marketing suggestions for the operators of the podcast platform, helps to grasp the diversified needs and use behaviors of users, promotes the development of the news industry and brand publicity, and promotes the transformation and upgrading of domestic podcasts. Key words: Chinese podcast; Audio News; Perceived value; Technology acceptance model; Intention to continue behavior
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