TAM模型下测评类短视频对用户消费行为的影响
Influence of Short Evaluation Video on Users'Consumption Behavior Under TAM Model
吴峥1
作者信息
- 1. 中国传媒大学经济与管理学院,北京 100024
- 折叠
摘要
通过问卷调查研究社交媒体平台小红书APP上测评类短视频对用户消费行为的影响及感知有用性和感知易用性在其中的中介作用.研究结果显示,感知有用性在内容满足、社区环境与用户消费行为之间发挥正向影响作用,感知易用性在平台功能与用户消费行为之间发挥正向影响作用,研究结论有助于把握和理解理性消费文化建构的内在逻辑,拓宽社交媒体的研究视角.
Abstract
The study analyzes the influence of short evaluation videos on social media platform Xiaohongshu APP on user consumption behavior and the mediating role of perceived usefulness and perceived ease of use with questionnaire survey.The results show that perceived usefulness plays a positive role in the relationship between content satisfaction,community environment and user consumption behavior.Perceived ease of use plays a positive role in the relationship between platform functions and user consumption behavior.The conclusion is helpful to grasp and know the internal logic of rational consumption culture construction,and broaden the perspective of social media research.
关键词
小红书/感知有用性/感知易用性/测评类短视频/用户消费行为Key words
Xiaohongshu/Perceived usefulness/Perceived ease of use/Short evaluation video/Users'consumption behavior引用本文复制引用
出版年
2024
NETL
NSTL
维普
万方数据