感知需求对大学生采纳和使用社会化阅读App的影响研究.docVIP

感知需求对大学生采纳和使用社会化阅读App的影响研究 　　[摘 要] 作为典型的资讯类社会化阅读App，移动新闻客户端是目前大学生阅读新闻的主要渠道之一。本研究以权衡需求理论为理论框架，分析影响大学生采纳和使用社会化阅读App的需求因素。调查结果表明，新闻资讯权衡需求、有用信息权衡需求、消遣娱乐权衡需求能够有效预测和解释大学生是否会采纳移动新闻客户端。除了这三个因素之外，表达意见权衡需求同样正向显著影响大学生移动新闻客户端的使用行为。相反，线上社交权衡需求和线下社交权衡需求对大学生的采纳和使用行为均没有显著影响。上述调查结果有助于我们洞察不同的需求因素对用户采纳和使用社会化阅读App的影响，同时对服务提供商如何提升社会化阅读App的产品质量和服务水平也具有一定的借鉴意义。 　　[关键词] 社会化阅读 移动新闻客户端 采纳和使用 新媒体权衡需求理论 　　[中图分类号] G230 [文献标识码] A [文章编号] 1009-5853 （2017） 02-0021-08 　　How Perceived Needs Influence College Students’ Adoption and Use of Social Reading Apps：A Case Study of News Apps 　　Li Wu Huang Yang Yang Fei 　　（School of Media Design， Shanghai Jiao Tong University，Shanghai，200240）（Shanghai Pudong Library，Shanghai，201204） 　　[Abstract] News Apps are the typical Applications of social reading in the field of news consumption. Drawing upon the theory of weighted and calculated needs （WCNs） for new media and the case study of News Apps， the present study tried to identify the perceived needs by college students which influence their adoption and use of social reading Apps. The questionnaire survey was employed and found that three perceived needs （WCN for news， WCN for information， and WCN for entertainment） significantly predicted both the adoption and use behaviors by college students， while the other two perceived needs （WCN for online socialization and WCN for offline socialization ） could not predicate the above two behaviors. The study also indicated that WCN for expression was a significant predictor of the use behavior， but could not predict the adoption behavior in a significant way. The findings would be valuable for social reading Apps developers to reflect the role of socialization during reading process， and to promote their products and services in practice as well. 　　[Key words] Social reading News Apps Adoption and usage Weighted and calculated needs for new media 　　1 引 言 　　不同于传统实体图书俱乐部和读书会，基于虚拟社区或数字应用的社会化阅读不仅突破了时空对用户社会交往的物理性限制，同时也摈除了由传统规范和角色带来的社会性障碍[1] [2]。从这个意义来讲，数字媒体的发展极大彰显