“学习强国”用户采纳意愿影响因素研究:一个整合模型

Study on the Influencing Factors of User Adoption Intention in“Learning Power”:An Integrated Model

[目的/意义]旨在探索新兴信息传播技术媒体融合发展背景下政治传播新路径,提升政治传播能力。[方法/过程]本研究从“学习强国”用户的使用动机出发,结合技术接受与使用统一模型(UTAUT),探讨“学习强国”用户采纳意愿的影响因素,基于310份问卷进行实证分析。[结果/结论]成就动机、感知趣味性、信息动机、绩效期望、社会影响、便利条件均会正向影响“学习强国”用户的采纳意愿,而社交动机和努力期望对“学习强国”用户的采纳意愿无显著影响,另外,党龄会调节绩效期望和社会影响对采纳意愿的影响。研究结果能够丰富“学习强国”用户行为相关研究,并为平台功能优化和推广实践提供理论参考。

[Purpose/significance]The paper intends to explore a new path of political communication under the background of emerging information communication technology media integration development,and improve the ability of political communication.[Method/process]Based on the usage motivation of“learning power”users and the Unified Theory of Acceptance and Use of Technology(UTAUT),the paper explores the influencing factors of the adoption intention of“learning power”users,and conducts an empirical analysis based on 310 questionnaires.[Result/conclusion]The achievement motive,perceived playfulness,information motivation,performance expectancy,social influence and facilitating conditions will positively affect the adoption intention of“learning power”users,while social motivation and effort expectation have no significant effect on the adoption intention of“learning power”users,in addition,party age moderates the effect of performance expectation and social influence on the adoption intention.The research results can enrich the research on the user behavior of“learning power”platform,and provide theoretical reference for the platform function optimization and promotion practice.