【作者】 王欢；

【导师】 胡怡；

【作者基本信息】 华中科技大学 ， 广播电视与数字媒体， 2021， 硕士

【摘要】 互联网的发展与电商的兴起,改变了人们的生活习惯、工作习惯和购物习惯,尤其是近年来网络媒介直播卖货的出现,使得货品的展示更加直观。在主播效应加持之下,直播带货成为当下最热门的话题之一。在网络直播环境中,信息在直播网络媒介信任的影响下,会影响到用户对所买产品的判别能力。而网络媒介作为承载信息交互的重要平台,用户对其的信任程度更是衡量传播效果的重要标准之一。用户对直播网络媒介的信任存在哪些影响因素,十分值得探究。本研究以直播网络媒介为研究对象,采用问卷调查的方法,根据直播网络媒介信任模型对产品与服务供应商的信任、对主播的信任、对直播平台的信任和用户的信任倾向和网络直播媒介的整体信任相关文献进行梳理,再通过设计问卷、收集问卷数据,并对相关数据和材料进行了描述性分析、相关性分析和多元线性回归分析。本项研究从网络媒介信任度切入,援用媒介依赖理论和意见领袖等理论视角来解释,得出以下结论:在三个维度中,用户对于商品与服务供应商的信任这一维度的影响最大;其次是用户对直播平台的信任和对主播的信任程度。此外,用户对于商品与服务供应商的信任度越高、对直播平台的信任度越高、对主播的信任度越高,直播网络媒介的信任度也就越高。用户对商品与服务供应商的信任、对直播平台的信任以及对主播的信任会对直播网络媒介的整体信任带来影响。据此,本项研究提出如下策略建议:严格把控商品与服务供应商的品质、对直播平台实施精准监管、完善对主播直播行业的监管政策,以此来综合提升用户对直播网络媒介的信任度,以更好实现网络媒体的信息传播功能。不仅创造更加良好的直播带货环境,也营造了清朗的网络直播环境。更多还原

【Abstract】 The development of the Internet and the rise of e-commerce have changed people’s living habits,working habits and shopping habits.Especially in recent years,the emergence of online media live streaming selling goods has made the display of goods more intuitive.With the support of anchor effect,live streaming has become one of the most popular topics.In the network live streaming environment,information under the influence of the trust of live streaming network media will affect users’ ability to judge the products they buy.As an important platform to carry information exchange,the degree of users’ trust in network media is one of the important criteria to measure the communication effect.It is worth exploring the influencing factors of users’ trust in live broadcast network media.The study in live network media as the research object,using the method of questionnaire survey,according to the live network media trust models for products and services suppliers of trust,trust in the host,trust in live platform and the trust of the user and the network media overall trust related literature on live,again through the designed questionnaire to collect data,and the related data and material was descriptive analysis,correlation analysis and multiple linear regression analysis.Starting from the degree of trust in network media,this study uses the media dependence theory and opinion leader theory to explain,and draws the following conclusions: among the three dimensions,users’ trust in commodity and service providers has the greatest impact,followed by their trust in live broadcast platforms and anchors.In addition,the higher the users’ trust in commodity and service providers,broadcast platforms and anchors,the higher the trust degree of broadcast network media will be.Therefore,users’ trust in commodity and service providers,live broadcast platforms and anchors will have an impact on the overall trust of live broadcast network media.Therefore,this study puts forward the following strategic suggestions: strictly control the quality of commodity and service providers,implement precise supervision on live broadcast platforms,and improve the supervision policies on live broadcast industry of anchors,so as to comprehensively enhance users’ trust in live broadcast online media and better realize the information transmission function of online media.It not only creates a better environment for live broadcasting with goods,but also creates a clear live network environment.更多还原