首页|基于ELM-UTAUT模型的阅读推广类短视频采纳行为研究

基于ELM-UTAUT模型的阅读推广类短视频采纳行为研究

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在推进全民阅读的背景下,短视频已成为阅读推广的重要形式之一.阅读推广类短视频的传播效果取决于受众的采纳行为,因此本文以ELM和UTAUT为理论框架构建了阅读推广类短视频受众采纳行为影响因素模型,并通过问卷调查的方式进行实证研究,研究得出有用性、信源可信度和社会影响是影响受众采纳意愿的重要因素,而采纳意愿又会对采纳行为产生正向影响.同时,文章在研究结果的基础上提出阅读推广类短视频的优化策略.
Research on Adoption Behavior of Reading Promotion Short Videos Based on ELM-UTAUT Model
Against the backdrop of promoting nationwide reading,short videos have emerged as a crucial form of reading promo-tion.The dissemination effectiveness of reading promotion short videos depends on the adoption behavior of the audience.Therefore,the article constructs a model of factors influencing the adoption behavior of audiences for reading promotion short videos based on the Elaboration Likelihood Model(ELM)and Unified Theory of Acceptance and Use of Technology(U-TAUT).Through empirical research conducted via a questionnaire survey,the study concludes that usefulness,source credibili-ty,and social influence are significant factors affecting audience adoption willingness.Adoption willingness,in turn,has a positive impact on adoption behavior.Furthermore,the article proposes optimization strategies for reading promotion short videos based on research results.

Reading Promotional Short VideosElaboration Likelihood ModelUnified Theory of Acceptance and Use of Technology ModelAdoption Behavior

刘倩、王君丽、张聪

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中国传媒大学传播研究院

北京印刷学院新闻传播学院

阅读推广类短视频 精细加工可能性模型 技术接受使用模型 采纳行为

2024

图书馆理论与实践
宁夏回族自治区图书馆学会 宁夏回族自治区图书馆

图书馆理论与实践

CHSSCD
影响因子:0.693
ISSN:1005-8214
年,卷(期):2024.(1)
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