移动短视频用户浏览和创造行为的影响因素分析

doi:10.13266/j.issn.0252-3116.2019.06.013

图书情报工作 ›› 2019, Vol. 63 ›› Issue (6): 103-115.DOI: 10.13266/j.issn.0252-3116.2019.06.013

移动短视频用户浏览和创造行为的影响因素分析

张星¹, 吴忧¹, 刘汕²

1. 武汉纺织大学管理学院武汉 430200;
2. 西安交通大学管理学院西安 710049

收稿日期:2018-06-25 修回日期:2018-10-26 出版日期:2019-03-20 发布日期:2019-03-20
作者简介:张星(ORCID:0000-0001-7323-9491),教授,博士,E-mail:zhangxing1981@126.com;吴忧(ORCID:0000-0001-8539-0658),硕士研究生;刘汕(ORCID:0000-0002-1846-3789),教授,博士。
基金资助:
本文系国家自然科学基金青年项目"在线健康社区的知识共享：个体动机与网络结构对共享行为的影响研究"（项目编号：71403197）和湖北省高等学校人文社会科学重点研究基地支持项目"企业决策支持研究中心"研究成果之一。

Analysis of Factors Affecting Browsing and Creation Behavior of Users in Mobile Short Video

Zhang Xing¹, Wu You¹, Liu Shan²

1. School of Management, Wuhan Textile University, Wuhan 430200;
2. School of Management, Xi'an Jiaotong University, Xi'an 710049

Received:2018-06-25 Revised:2018-10-26 Online:2019-03-20 Published:2019-03-20

摘要/Abstract

摘要： [目的/意义]如何满足短视频用户需求，刺激用户参与行为，成功留住用户成为短视频行业亟待解决的问题。现有文献缺乏对短视频用户参与行为方面的研究。因此，本文基于社会-技术理论构建模型来研究影响移动短视频男性和女性用户的浏览行为和创造行为的因素。[方法/过程]本文采用问卷调查法收集到877份有效问卷，使用SPSS 24.0和AMOS 23.0检验所提出的假设。[结果/结论]研究结果表明，无论是男性还是女性用户，个体的外倾性和短视频的娱乐性功能正向影响使用行为；用户的自恋特质和归属需要正向作用于创造行为；用户的人气需要和短视频的信息记录功能正向作用于浏览行为。此外，男性用户的自恋特质负向影响其浏览行为，女性用户的自恋特质与浏览行为无显著关系；信息记录功能对男性用户的浏览行为无显著影响。研究结果为探究移动短视频的用户行为提供理论依据，同时为短视频的发展提供参考策略。

关键词: 移动短视频, 社会-技术理论, 浏览行为, 创造行为

Abstract: [Purpose/significance] How to meet the needs of short video users, stimulate participation behavior of users, and successfully retain users has become an urgent problem to be solved. However, there is a lack of research on user participation behavior in short videos. Therefore, this paper constructs a model based on social-technical theory to study the factors that affect the browsing behavior and creation behavior of male and female users of mobile short video. [Method/process] In this paper, we collected 877 valid questionnaires by questionnaire, and tested the hypotheses proposed by SPSS24.0 and AMOS23.0. [Result/conclusion] The research results show that individual extroversion and short video entertainment function positively influence the use behavior of both male and female users; the user’s narcissistic traits and the need to belong positively affect the creation behavior; the need for popularity and the documentation function act positively on browsing behavior. In addition, the narcissistic traits of male users negatively affect their browsing behavior. There is no significant relationship between narcissistic traits and browsing behaviors of female users. Documentation function has no significant influence on the browsing behavior of male users. The research results provide a theoretical basis for exploring the user behavior of mobile short video, and provide a reference strategy for the development of short video.

Key words: mobile short-video, social-technical theory, browsing behavior, creation behavior

中图分类号:

G250

张星, 吴忧, 刘汕. 移动短视频用户浏览和创造行为的影响因素分析[J]. 图书情报工作, 2019, 63(6): 103-115.

Zhang Xing, Wu You, Liu Shan. Analysis of Factors Affecting Browsing and Creation Behavior of Users in Mobile Short Video[J]. LIS, 2019, 63(6): 103-115.

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移动短视频用户浏览和创造行为的影响因素分析

Analysis of Factors Affecting Browsing and Creation Behavior of Users in Mobile Short Video

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