基于技术接受模型的视频移动客户端用户接受影响因素研究——以搜狐视频为例-新闻与传播学专业论文.docxVIP

万方数据 万方数据 3 摘要 在当今移动互联网的大趋势之下，在网络视频行业多足鼎立竞争愈发激烈的局 面下，视频的移动客户端毫无疑问是兵家必争之地，更关系着 3 亿移动用户的使 用，因此有着巨大的研究价值。 而在这之中，探索用户接受和寻找影响用户态度的因素，更是尤为重要的。 不可否认的是，移动互联网时代的视频业，只有抓住了用户，才能抓住未来。 本研究以网络视频业移动客户端的代表——搜狐视频为研究对象，以技术接受 模型为基础，并引入合适的相关变量，设计出适合搜狐视频移动客户端的研究模 型，研究用户使用和接受的意愿和行为，得出视频移动客户端用户的接受影响因 素。 最终经过基于用户问卷的大量实证数据分析，本文进一步验证了模型和假设， 得出以搜狐视频为例，影响视频移动客户端用户接受的因素，不同因素对行为意 愿正向或负向影响或不影响。通过研究，本文也为视频移动客户端的未来发展提 出了宝贵的建议，同时也进一步阐明整个网络视频行业移动化发展趋势下，必须 把用户放在首位，一切为了用户的需求，才能发展得更好。 关键词：视频移动客户端技术接受模型搜狐视频用户接受 4 Summary With the trend of todays mobile Internet, the network video industry is facing increasingly fierce competition. The video mobile client is undoubtedly the most important in this trend. It also has close relationship with 300 million mobile users, so the research values are great and rich. Under this circumstance, exploring the user acceptance and the factors that influencing the user attitude are particularly important. What is undeniable is that for the video industry in mobile Internet era, they can seize the future only by capturing the user. This study take Sohu video on behalf of the video mobile client as research object, based on the technology acceptance model, and introduce suitable relevant variables into Sohu video mobile client research model. The research is aim to study user behavior of Sohu video mobile client, and in the end to conclude the acceptance influence factors of video mobile client users. Eventually, after a large amount of empirical data based on user questionnaire analysis, this paper further proves the model and assumptions, it is concluded that take Sohu video as example, different factors have influenced the user acceptance of video mobile client, they are either positive or negative or no influence. Through research, this study also put forward some valuable suggestions for video mobile client’s future development, and further clarifies that in the whole mobile network video industry development trend, we must give top priority to the user, all start from