【作者】 刘璐；

【导师】 邓秀军；

【作者基本信息】 华中科技大学 ， 新闻与传播， 2020， 硕士

【副题名】基于对“快手”秦腔视频用户的UTAUT模型调查分析

【摘要】 随着我国互联网的迅速发展以及通信4G技术的成熟普及,移动短视频成为当下最值得关注的移动互联网应用。其中快手APP作为我国乡村渗透率最高的移动短视频产品,已成为非物质文化遗产的天然传播土壤。在如何挖掘、保护、传承非遗文化上,快手APP发挥了重要作用。因此,解释影响非遗文化群体使用快手APP的相关因素,了解非遗文化群体对快手APP的使用行为十分具有研究意义,对于快手APP的未来发展也有着重要的理论与现实意义。本文基于整合型技术接受模型(UTAUT)来分析影响秦腔迷群使用快手APP的相关因素,并在原有模型的基础上,结合本文的研究对象特征,引入感知娱乐、身份认同两个新增变量,构建了快手APP中的秦腔迷群使用行为影响因素研究模型,并根据模型提出相应假设。随后开展线上线下问卷调查,运用SPSS 25.0和AMOS24.0软件对相关数据进行数据分析,根据分析结果对本文研究模型与假设进行验证。经本文实证研究得出,绩效期望、感知娱乐、身份认同对快手APP中的秦腔迷群的使用意愿存在显著的正向影响;促成因素、使用意愿对快手APP中的秦腔迷群的使用行为存在显著的正向影响;努力期望则通过影响秦腔迷的绩效期望来间接影响其使用意愿。最后,本文结合访谈内容对于实证研究结果进行补充丰富,对研究结果进行总结与讨论,对快手APP的发展提供了可供参考的改进意见。更多还原

【Abstract】 With the rapid development of Internet and the mature popularization of communication 4G technology,mobile short video has become the most noteworthy mobile Internet application.Among them,Kwai APP is the most mobile short video product in China’s rural,and has become the natural transmission soil of intangible cultural heritage.It plays an important role in how to excavate,protect and inherit the intangible heritage culture.Therefore,Explain the factors that influence the use of Kwai in heritage culture groups.It is of great significance to understand the use of Kwai in heritage culture groups,and it has important theoretical and practical significance for the future development of Kwai.This paper uses UTAUT to analyze the related factors that affect the use of fast APP in Qinqiang opera’s fans.Based on the original model,combining the characteristics of the research object,this paper introduces two new variables,perceived entertainment and identity,and constructs a research model of Kwai addiction behavior influencing factors,and proposes a model based on the model.Corresponding assumptions.Then,the online and offline questionnaire survey was carried out,and the collected effective sample data were analyzed by SPSS 25.0and AMOS 24.0,and the research model and hypothesis were verified according to the analysis results.The empirical study shows that performance expectations,perceived entertainment and identity have a significant positive impact on the willingness to use Kwai APP in Qinqiang fans;Contributing factors and usage intention have a positive effect on the usage of Qinqiang fans in Kwai APP;the effort expectation indirectly influences the user’s intention through influencing the performance expectations of the fans.Finally,the paper combines the interview content with the results of empirical research,enriches the research results,and provides suggestions for Kwai APP.更多还原