【作者】 张颖；

【导师】 朱庆华；

【作者基本信息】 南京大学 ， 情报学， 2021， 硕士

【摘要】 2020年初,新冠肺炎病毒(COVID-19)疫情爆发,并迅速席卷全球。伴随着疫情的到来和扩散,民众的健康意识和健康素养水平逐渐提升,对于主动健康管理的诉求被进一步激发,越来越多的人尝试借助现代科技来实现更加精细和高效的运动健康管理。在这一背景下,智能可穿戴设备逐渐走入大众视野,被越来越多的人关注和使用。智能可穿戴设备作为一种高效便捷的健康管理终端,在自主运动健康管理、早期疾病的发现和预防中可以发挥重要的作用。近几年,在技术发展的助推下,智能可穿戴设备的厂商也不断致力于产品的改进,以更好地满足用户的个性化诉求,提升用户体验。但我们同时看到,随着大量产品和服务的涌现,用户不可避免地出现了依从性的下降和设备疲劳,在这一背景下,如何引导用户了解、认识智能可穿戴设备带来的健康收益,说服其接受并使用智能可穿戴设备,是一个巨大挑战。而信息框架作为信息传播效果的重要影响因素,在推动健康行为改变、助力产品推广等领域发挥着重要的作用,探究智能可穿戴设备推广情景中信息框架的影响,对于提高用户使用意愿,促进产品的推广和普及有重要的意义。根据以上背景和相关文献梳理,本研究从信息框架的视角出发,将收益-损失框架和叙事框架相结合,并将被试者的个人健康水平和自我效能纳入研究范围,探究了信息框架视角下智能可穿戴设备用户使用意愿的影响因素。在理论研究的基础上,提出了研究假设,设计了2(收益-损失)*2(叙事-非叙事)的组间实验,实验主要包括个人信息采集、实验材料阅读和后测问卷填写3个部分。实验结束后,对所采集到的数据进行了处理与分析:首先,对参与者的个人信息进行了描述性统计;接着进行了操作有效性检验,包括随机分配有效性和刺激材料有效性检查;最后,利用实验数据,通过独立样本T检验、多因素方差分析等统计方法对研究假设进行检验。通过上述实验与数据分析过程,本研究的主要发现如下:就收益-损失框架的总体影响来看,收益框架的效果显著优于损失框架;就叙事框架的总体影响来看,叙事框架的效果优于非叙事框架,但主要表现在与损失框架相结合的场景下;自我效能对叙事框架具有调节作用,自我效能低的被试者更容易被叙事框架所影响,继而产生较高的使用意愿;个人健康水平对收益-损失框架具有调节作用,对于健康水平较高的被试者,收益框架的说服效果显著偏高,而对于健康水平较低的被试者,损失框架的说服效果则略高一些。本文从信息框架的视角出发,探讨了智能可穿戴设备用户使用意愿的影响因素,并基于研究发现提出了一些针对性建议,既丰富了信息框架的组合研究,拓宽了信息框架的应用场景,也为智能可穿戴设备、以及相关新兴科技产品使用意愿的研究提供了新的视角,同时,研究结论可以为智能可穿戴设备的厂商、广告平台、信息交流平台等相关组织提供一些参考和借鉴。更多还原

【Abstract】 The COVID-19 virus outbreak began in early 2020 and quickly spread around the world.With the arrival of epidemic,public’s health awareness and health literacy level have been gradually improved,and the demand for active health management has been further stimulated.More and more people are trying to achieve more sophisticated and efficient sports health management with the help of modern technology.In this context,intelligent wearable devices have gradually came into the public view,and been paid more attention and used by an increasing number of users.As an efficient and convenient terminal for health management,intelligent wearable device can play a significant role in autonomous health management,detection and prevention of early diseases.With the rapid growth of technology,the manufacturers of intelligent wearable devices have been constantly improving their products and improving their ability to prevent and screen early diseases,so as to better meet the personalized demands of users for sports and health management and improve user experience.However,at the same time,with the emergence of a large number of products and services,users inevitably suffer from decreased compliance and device fatigue.Under the circumstances,how to guide the user to understand and meet intelligent wearable equipment health benefits,persuade them to accept and use intelligent wearable devices,is a big challenge as well.As an important factor affecting the effect of information communication,message framing plays an important role in promoting healthy behavior change and facilitating product promotion.Exploring the influence of message framing in the promotion scenario of smart wearable devices is of great significance for improving users’ willingness to use and promoting the promotion and popularization of products.According to the above background and relevant literature review,this study combined the gain-loss framing and narrative framing,and included the self-efficacy and health level of the participants in the research scope,to explore the influencing factors of users’ willingness to use intelligent wearable devices from the perspective of message framing.On the basis of theoretical research,this study designed 2(gain-loss)*2(narrative-non-narrative)inter-group experiment for data collection.The formal experiment mainly included three parts: collecting personal information,reading experimental materials and filling in the post-test questionnaire.After the experiment,the collected data were processed and analyzed.Firstly,a descriptive statistical analysis was conducted on the personal information of the participants.Then the effectiveness of the operation was tested,including the effectiveness of random allocation and the effectiveness of stimulus materials.Finally,using the experimental data,the research hypothesis was tested by independent sample T test,multi-factor analysis of variance,regression analysis and other statistical methods.Through the above experiments and data analysis process,main conclusions of this study are drawn: in terms of the overall impact of the gain-loss framing,the effect of the gain framing is significantly better than that of the loss framing;In terms of the overall impact of narrative framing,the effect of narrative framing is better than that of non-narrative framing,but it is mainly reflected in the scene when combined with loss framing.Self-efficacy has a moderating effect on narrative framing.Users with low self-efficacy are more likely to be influenced by narrative framing,and then have a higher willingness to use it.Health level has a moderating effect on the gain-loss framing,and the persuasive effect of the gain-loss framing is significantly higher for the participants with high/moderate health level,while the persuasive effect of the loss framing is slightly higher for the participants with low health level.From the perspective of message framing,this paper discusses the influencing factors of users’ willingness to use intelligent wearable devices and puts forward some suggestions based on the research findings,which not only enriches the related research on composite message framing and broadens the application scenarios of message framing,but also provides a new perspective for the research on the willingness to use intelligent wearable devices and related emerging technology products.At the same time,the findings of this research can provide some references for the manufacturers of smart wearable devices,advertising platforms,information platforms and other relevant institutions.更多还原