基于TAM模型新媒体在高校思想政治教育中应用效果的影响因素研究

Research on the Influence Factors of the Application Effect of New Media in the Ideological and Political Education in Colleges and Universities Based on TAM Model

研究以TAM模型为基础,考虑大学生对于推送内容的娱乐性的需求。结合基础模型中感知有用性、感知易用性、接受态度、接受意向四个方面,探讨新媒体在高校思想政治教育中应用效果的影响因素,构建TAM模型的拓展模型,并对于模型进行验证。得出结论:接受态度正向影响接受意向;感知有用性正向影响接受态度;感知有用性正向影响接受意向;感知易用性会正向影响接受态度;感知易用性会正向影响感知有用性;感知娱乐性会正向接受影响态度。

The research takes the TAM model as the foundation, and considers college students＇demand for entertainment of the pushed content. Combined with the four aspects of perceived usefulness, perceived ease of use, attitude, intention in the basic model, explore the influence factors of the application of new media in ideological and political education, construct development model of the TAM model, and verify the model. Conclusion： acceptance attitude positively influences the acceptance intention; perceived usefulness positively influences acceptance attitude; perceived usefulness positively affects the acceptance intention; perceived ease of use will have positive effects on acceptance attitude; perceived ease of use will have positive effects on perceived usefulness; perceived entertainment will have positive effects on the acceptance attitude.