摘要
【目的/意义】挖掘大学生移动短视频主动发布意愿的动力机制,有利于激发其创作欲望,扩大参与用户队伍。【方法/过程】基于系统动力学和技术接受模型,建立大学生移动短视频主动发布意愿的动力机制模型,采用问卷调查法,使用SPSS.22和AMOS.26检验所提出的假设。【结果/结论】研究发现,感知有用性、使用态度、可参与性、社会身份认同感、平台议程设置等因素均对大学生移动短视频主动发布意愿有显著正向影响,但感知易用性对其无显著影响。【创新/局限】本文将系统动力学和结构方程结合,创新了移动短视频发布意愿研究新方法。根据移动短视频不断变化的新特点,将传播学理论与管理学理论结合进行研究,为后续其他发布意愿研究提供新思路。
【Purpose/significance】Mining the dynamic mechanism of College Students’willingness to actively publish mobile short video is helpful to stimulate their creative desire and expand the participation of users.【Method/process】Based on system dynamics and technology acceptance model,this paper establishes a research model on the dynamic mechanism of College Students’willingness to actively publish mobile short video.The hypotheses are tested by spss.22 and amos.26 through questionnaire survey.【Result/conclusion】The study found that perceived usefulness,attitude to use,participation,social identity,platform agenda setting and other factors have a significant positive impact on College Students’willingness to actively publish mobile short video,but perceived ease of use has no significant effect on it.【Innovation/limitation】In this paper,system dynamics and structural equation are combined to innovate a new research method of short mobile video publishing intention.According to the changing new characteristics of mobile short video,this paper studies the combination of communication theory and management theory,which provides new ideas for the follow-up research of other publishing intention.
作者
黄鑫昊
冯馨瑶
HUANG Xin—hao;FENG Xin—yao(School of Economics and Management,Changchun University of Technology,Changchun 130000,China)
出处
《情报科学》
CSSCI
北大核心
2021年第11期83-89,95,共8页
Information Science
关键词
移动短视频
技术接受模型
发布意愿
系统动力学
结构方程
mobile short video
technology acceptance model
release intention
system dynamics
structural equation