【作者】 刘虹；

【导师】 孙建军；

【作者基本信息】 南京大学 ， 情报学， 2013， 硕士

【摘要】 宽带视频网络技术的不断发展使得在互联网传送高清码流成为可能,用户可以在线观看画面更加清晰、播放更加流畅的视频,互联网发展的大环境和技术水平决定目前网络视频服务有很好的用户价值。YouTube的成功和Web2.0的蓬勃发展,使国内掀起一股视频网站高速发展的风潮。经过近10年发展,我国视频网站产业已初具规模,国内的主流传媒、商业网站、IT公司纷纷涉足网络视频行业。作为一种全新的视频传播方式,视频网站彰显出强大生机和发展潜力。但是,经历诞生、爆发、低迷以及上市热潮几个阶段后,中国视频网站的发展开始逐步走向升级调整期。现阶段,视频网站的发展存在以下问题：视频内容资源与服务模式缺乏特色、点击量大多来自偶然点击、视频用户在各个视频网站之间游移,这些问题使得视频网站即使在投入大量资本后仍不能形成竞争壁垒和差异化的竞争优势。虽然用户对视频内容有较强忠诚度,但尚未建立起对视频网站品牌的忠诚。上述背景下,本文以期望确认模型为基础,加入感知成本理论、感知娱乐理论和习惯理论,构建出视频网站的持续使用模型,包括视频网站的持续使用意向模型和持续使用行为模型。本文对两个模型分别进行问卷调查和数据分析,揭示出视频网站用户持续使用意向和持续使用行为的影响因素和作用机制。第一阶段,对视频网站持续使用意向模型展开问卷调查和数据分析。研究结果表明,期望确认模型固有的5个假设中有4个假设在视频网站用户的持续使用研究中被证实,感知有用性和满意度正向影响视频网站用户的持续使用意向,同时期望确认度对用户满意度和感知有用性的影响也十分显著。对于感知成本理论和感知娱乐理论,感知娱乐与用户满意度和持续使用意向两者之间的关系都十分密切,但是研究结果表明感知成本对视频网站用户持续使用意向的影响并不显著。第二阶段对视频网站持续使用行为模型展开问卷调查和数据分析。研究结果表明,视频网站用户的持续使用意向显著影响其持续使用行为；同时,习惯作为调节变量,对持续使用意向和持续使用行为之间的关系起调节作用。最后,本文在对研究结果进行深入分析和讨论的基础上,对视频网站的发展策略提出了4点建议,并总结了本文的创新点、研究局限和研究展望。更多还原

【Abstract】 The continuous development of broadband video network technology makes it possible to transmit high-definition stream, users can watch clearer, smoother video on the Internet.The prosperous environment of the Internet and the high level of video technology determines the high user value of online video service.The rapid development of YouTube and boom of Web2.0set off a wave of domestic video website development. After nearly10years of development, China’s video site has formed a certain scale, the mainstream media companies, domestic commercial websites and IT companies have set foot in the network video industry. As a new kind of video media, video websites shows a strong vitality and development potential.However, since several stages of development,including the birth, outbreak, downturn and market boom, Chinese video websites is gradually transforming to the upgrading and adjustment period.At present, a number of questions in the video websites come out.Firstly, Video websites lack of featured video contents and service patterns; Secondly, most video websites’hits come from accidentally clicking;Thirdly, video website users transfer from one video website to another. Because of these questions, video websites still cannot form barriers and differentiated competitive advantages after investing a large amount financial capital. Although users have strong loyalties of the contents of video websites, but they still have not established brand loyalties to the video websites. In this situation,the paper adds perceived cost theory, perceived entertainment theory and habit theory into Expectation Confirmation Model and constructs the Video Website Users’ Continuance Usage Model. Through the two-stage questionnaire survey and data analysis, the paper reveals the influence factors and function mechanism of continuance intention and continuance behavior when using video websites.In the first stage, investigate the video website users’ continuance intention model using questionnaire survey method and data analysis method. The result show that, the Expectation Confirmation Model has five inherent assumptions,and four out of five assumptions are confirmed in the empirical research.Firstly, Perceived usefulness and satisfication both have optismitic effects on user continuance intention; Secondly, expectation confirmation has significant effects on perceived usefulness and satisfaction.For the perceived cost theory and perceived entertainment theory,the findings indicate that perceived entertainment are confirmed to have significant effects on both satisfication and user continuance intention. At the same time,the relation between perceived cost and user continuance intention is not confirmed in this study.In the second stage, investigate the video website users’ continuance usage model using questionnaire survey method and data analysis method. The result show that, continuance intention has an optismistic effect on continuance usage.Meanwhile, habit has an moderating effect on the relation between user continuance intention and cotunuance usage.Based on the results of data analysis and discussion, the paper puts forward4proposals on the development strategy of video websites, and points out the research limitations and future research directions.更多还原