文化遗产数字化展示类APP的用户使用研究--基于传播生态学理论的视角

Research on the User Behavior of APP of Cultural Heritage Digital Display Platform--From the Perspective of Communication Ecology Theory

[目的/意义]本研究以文化遗产数字化展示类APP的使用作为探索文化遗产数字化展示平台的具体场景,主要挖掘其使用行为的形成机理,旨在为文化遗产公共文化展示平台的开展途径、智慧资源建设做出理论及实践贡献。[方法/过程]通过对文化遗产数字化展示类APP核心要素及其特征的分析,本研究引入传播生态学理论,从内容、技术及社会等层面构建了文化遗产数字化展示类APP情境下用户使用行为的整合模型,然后基于情景化问卷收集数据,利用偏最小二乘法对模型进行分析验证。[结果/结论]研究发现:用户使用行为一方面与平台内的内容、社会和技术等因素存在关系;另一方面与平台开发者的“品牌”存在关系。本研究丰富了文化遗产数字化展示平台用户参与行为的理论基础,为文化遗产相关平台的管理和设计提供了相应的建议。

[Purpose/Significance]This paper explores the factors that influence the use of APP of cultural heritage digital display platform,aiming to make theoretical and practical contributions to the development of cultural heritage public display platforms and the construction of smart resources.[Method/Process]Through the analysis of the core elements and characteristics of APP of the digital display platform of cultural heritage,introducing the theory of communication ecology,the study constructed an integrated model of user behavior in the context of digital display platform of cultural heritage from the aspects of content,technology and society.Then,the data were collected through situational questionnaires,and the model was analyzed and verified by partial least squares method.[Result/Conclusion]The results show that user behavior is related to the content,social and technological factors in the platform,and is related to the“brand”of the platform de⁃veloper.This paper enriches the theoretical basis of user participation behavior of cultural heritage digital display platform,and provides corresponding suggestions for the management and design of related cultural heritage platforms.