信息丰富度、感知价值与社会心理距离:政务移动电台持续使用意愿的影响因素研究

Information Richness,Perceived Value and Social Psychological Distance:A Study on the Influencing Factors of Continuous Usage Intention of Government Mobile Radio

作为我国各级党政机构在喜马拉雅FM等开设的官方账号,政务移动电台逐渐成为政务信息服务和主流意识形态引领的重要阵地。然而,政务移动电台面临的用户粘性不足、重复收听率低等问题,严重影响其积极效用的发挥。如何促进用户对于政务移动电台的持续使用是当前亟待解决的重要问题。本研究以具有政务移动电台使用经历的群体作为研究对象,以S-O-R模型作为理论框架,基于268份在线问卷调查数据考察信息丰富度、感知价值与心理距离如何影响政务移动电台持续使用意愿。结果表明,信息丰富度积极影响听觉体验价值、感知功利价值和感知享乐价值,从而提升用户持续使用政务移动电台的意愿。社会心理距离负向调节听觉体验价值、感知功利价值和感知享乐价值对政务移动电台持续使用意愿的积极影响。

As official accounts operated by government organizations at all levels in mobile radio platforms such as Himalaya,government mobile radio has gradually become an important tool for providing government information services and guiding mainstream ideology.However,problems such as insufficient user stickiness and low repeat listening rate faced by government mobile radio have seriously affected its positive use.How to promote the continuous use of government mobile radio by users is an imperative issue to be solved.This study considers those who have ever used government mobile radio as the research object.By using the S-O-R model as the theoretical framework,this study investigates how information richness,perceived value,and psychological distance affect the continuous use intention of government mobile radio,based on 268 online questionnaire survey data.Results show that information richness positively affects auditory experience value,use value and hedonic value,thereby enhancing users’continuing use intention towards government mobile radio.Social psychological distance negatively moderates the positive effects of auditory experience value,perceived utilitarian value,and perceived hedonic value on continuous use intention of government mobile radio.