多终端使用动机与使用行为的关系研究

Research on the Relationship between Motivation and Use Behavior of Multi-devices

相关数据显示,当下人们使用多个终端成为普遍现象,相关的动机与行为的研究逐渐成为热点议题。且由于终端的多功能化促进了媒介技术融合,使传统的"就媒介接触行为本身研究媒介接触效果"的范式不能适应多终端用户的媒介行为和效果的测定。因此,通过访谈归纳可能的多终端使用动机因素,通过因子分析得到需求满足、便利习惯、他人认可三个多终端使用动机因子,在对多终端使用行为的验证性回归分析中前两个因子的显著正向影响得到验证。证明多终端使用的目标性动机和经验性动机对使用行为共同产生影响。其研究结果为后续的相关研究提供了一定的理论基础,亦可为相关产品设计、广告生产投放等商业领域应用提供理论借鉴和指导。

The figure shows that making use of multi-devices is a common phenomenon; issues on the motivation and the behavior has become a hot topic in academic research. Because the multi-functionality of the devices promotes the integration of media technology,the traditional paradigm of"the effect of media usage tested by media contact behaviors"cannot be used to describe the behaviors of multi-device users,and it cannot be adpoted to testify the effect of multi-device usage behaviors. The study interviewed people for their multi-device usage behaviors to get possible motivational factors,then three motivational factors are obtained through factor analysis,which are needs satisfaction,convenience habits and recognition by others. Regression analysis demonstrates that the first two factors show positive significant effects. This indicates goal motivation and empirical motivation influence people's usage behaviors on multi-device. The research results provide a theoretical basis for subsequent related research,and present important theoretical references for the design and advertisements of the commercial products.