广西师范大学学报（哲学社会科学版） ›› 2015, Vol. 51 ›› Issue (2): 170-178.doi: 10.16088/j.issn.1001-6597.2015.02.027

• 传播学研究 • 上一篇    下一篇

消费者科技创新性集群对新媒体采纳行为的影响

刘强   

  1. 广西师范大学 经济管理学院，广西 桂林 541004
  • 出版日期:2015-03-10 发布日期:2018-12-19
  • 作者简介:刘强（1979-），男，湖南怀化人，广西师范大学副教授，管理学博士，研究方向：媒体消费行为。
  • 基金资助:
    国家社会科学基金项目一般项目（西部和边疆项目）“新旧媒体的消费者感知价值比较与我国传统媒体的战略转型路径研究”（13XXW002）；2013年度广西高等学校人文社会科学研究项目“新旧媒体的消费者感知价值比较研究”（SK13YB015）

The Impact of Technology Innovation on Users’ Adoption Behaviors of New Media

LIU Qiang   

  1. School of Economics and Management, Guangxi Normal University, Guilin 541000, China
  • Online:2015-03-10 Published:2018-12-19

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摘要： 媒介融合逐步进入市场融合阶段，而消费者创新性特征对新媒体的采用与扩散起到重要作用。研究方法为：以网络电视为研究对象，以企事业单位职工和高校大学生为主要样本，收集有效样本452个，将科技创新性特征作为调节变量引入模型中，对消费者的科技创新性进行探索性因子分析，以主要因子作聚类分析，获得三大科技创新性集群。三大群组结构方程比较分析发现：总体来说追求新奇型受众更多受感知娱乐性的影响，而感知媒体融合性对追求新奇型受众行为影响更多；科技保守型与创新引领型受众更多受感知易用性因素的影响。

关键词: 消费者, 科技创新, 新媒体, 采纳行为

Abstract: The innovation characteristics of customers have important impact on the new media’s adoption and spread when the phase of media market convergence is coming. The research method is to take IPTV as the research object, and the workers in the enterprises and institutions as the major sample, and collect 452 effective samples. Based on the sample, the author will put technology innovation as moderator variable into the model and make exploratory factor analysis on the customer technology innovation. The author will make cluster analysis towards the major factors and achieve three major technology innovative clusters. The findings of the comparative analysis of the three major structure equations are as follows. The customers pursuing novelty are more inclined to be influenced by perceived enjoyment. At the same time perceived media convergence has more effect on the behaviors of the novelty pursuing customers. And conservative technology customers as well as innovation-leading customers are more affected by perceived usability factors.

Key words: customer, technology innovation, new media, adoption behaviors

中图分类号: 

  • F014.5
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