摘要
随着近年来移动视频直播APP的快速发展,移动视频直播的用户迅猛发展,但是移动视频直播平台的最终成功取决于用户的重复消费意向。基于叙事传输理论,引入叙事传输体验的认知维度和情感维度为中介变量,细化内容特性的内涵和维度,探讨内容特征对用户重复消费意向的影响。通过调查问卷,共收集348份有效问卷,采用SPSS22软件和SmartPLS3.2软件对假设模型进行验证。结果表明,移动视频直播通过提高直播内容特性(真实性、叙事性、有用性)和叙事传输体验进而影响用户的重复消费意向,内容特性各个维度通过叙事传输体验各个维度对重复消费意向的影响程度存在差异,为移动视频直播平台的持续发展提供了理论指导。
Recently,the rapid development of live-video APP attracts lots of users in the short term.However,its ultimate success depends on the users′continuance.Based on the narrative transportation theory,introduces the cognitive dimension and emotional dimension of narrative transportation experience as mediating variables,elaborated the connotation and dimension of content characteristics,discussed the impact of content characteristics on users’repeated consumption intention.By conducting a questionnaire survey,we collected 348 valid questionnaires to verify the proposed model with SPSS22 and SmartPLS3.2.The paper finds that mobile video live broadcast affects the repeated consumption intention of users by improving the features of live broadcast content(authenticity,narrative and usefulness)and narrative transportation experience.The influence degree of each dimension of content characteristics on repeated consumption intention is different through narrative transportation experience.Therefore,it provides theoretical guidance for the sustainable development of mobile video live broadcast platform.
作者
董学兵
温馨
刘虹
李新宇
DONG Xuebing;WEN Xin;LIU Hong;LI Xinyu(School of Management,Shanghai University,Shanghai 200444,China)
出处
《上海管理科学》
2020年第3期60-68,共9页
Shanghai Management Science
基金
国家自然科学基金(71702097)。
关键词
叙事传输理论
内容特性
重复消费意向
认知体验
情感体验
narrative transportation theory
content characteristic
repeated consumption intention
cognitive experience
emotional experience
