永久在线、永久连接:移动互联网时代的生活方式及其影响因素

Permanently Online,Permanently Connected:Lifestyles in the Mobile Internet Era and Related

随着移动互联网的发展,"永久在线、永久连接"成为当代受众的新生活方式,也挑战了传统的受众与效果研究范式。本文从理论上阐释"永久在线、永久连接"概念,并运用一个全国性的随机抽样调查数据,首次实证描述中国受众"永久在线、永久连接"的行为与心理现状,并分析其影响因素。研究发现:移动互联网的技术可供性显著正向影响永久在线与连接行为,价格敏感、时尚国际、积极进取、稳定悠闲等生活方式对永久在线与连接具有不同方向的显著影响,错失恐惧对"永久在线、永久连接"的行为及心理均有显著的正向影响。本文在此基础上对研究的理论与实践意涵进行了讨论。

With the development of mobile Internet,being"permanently online,permanently connection"(POPC)has become a new lifestyle for the audience nowadays.POPC is also argued to challenge the traditional audience and media effects research paradigm.Based on the theoretical elaboration on the concept of POPC,this study empirically studied the current behavioral as well as psychological situation of POPC among Chinese audience and their influential factors.It found that the mobile-oriented affordance was significantly positively correlated with POPC behavior,the lifestyle has significant influence on POPC behavior and mind,and the fear of missing out(Fo MO)was significantly positively correlated with both behavioral and psychological dimension of POPC.The theoretical and practical implications were also discussed based on these findings.