青年群体网络直播平台接入鸿沟的影响因素——基于技术采纳与持续使用的视角

Predicting Youth Users' Acceptance Gap of Online Video Streaming:Perspectives of Technology Acceptance and Continuous Usage

网络直播平台吸引了以青年为主体的巨大受众群体,但是,网络直播平台的采纳在青年群体内部形成了显著的数字接入鸿沟。目前,由于网络直播产业的崛起速度很快,学界对数字鸿沟的产生因素了解甚少。文章使用计划行为理论、技术接受模型、期望满足理论来作为理论框架,通过两个独立的探索性的调查来考察影响青年群体采纳意图及持续使用网络直播平台的因素。发现产生这种数字鸿沟的原因是非常复杂的:采纳者对直播平台的态度能够促进其持续使用的意图,但非采纳者的态度与其采纳意图负相关;采纳者的主观规范能够促进其持续使用的意图,而非采纳者的主观规范与其采纳意图无关。从社交网络内部的互动来看,基于身边社群的互动均能够促进群体内部主观规范的形成,但对于采纳者和非采纳者来说,形成的主观规范是对立的。在这种情况下,青年群体因为网络直播平台的数字接入鸿沟已经发展成为显著的文化分隔。

Online video streaming attracts a huge amount of youth users,however,the acceptance gap between youth users is coming into being. Nowadays,the online video streaming industry has a rapid development with little knowledge for scholars and public. In order to fill this knowledge gap,this study uses the Theory of Planned Behavior,Technology Acceptance Model,and Expectation Confirmation Model as theoretical frameworks. Data were collected from two independent surveys on youth. This study finds that reasons of forming this digital divide are quite complex: online video streaming users' attitude has positive effects on continuous usage intention, whereas non-users ' attitude towards online video streaming is negatively associated with acceptance intention. Online video streaming users ' subjective norms have positive effects on continuous usage intention,whereas non-users' subjective norms are not associated with acceptance intention. Form the aspect of internal interaction within the social network,the interaction based on closed groups will positively enhance the forming of group norms. These norms between users and non-users are antagonistic. In this situation,the digital divide between the use of youth online video streaming has led to a significant cultural divide.