平台可供性如何影响短视频草根创作者的持续使用?
How Platform Affordances Affect Grassroots Short-Video Creators'Continuous Use
黄淼 1武晓立 1王帅1
作者信息
- 1. 北京邮电大学数字媒体与设计艺术学院,北京 102206
- 折叠
摘要
草根创作者与短视频平台的关系经历了内容创业热潮下的蜜月期、平台势力扩张时的紧张博弈,正在寻求双方利益平衡的稳定状态.本研究将"平台可供性"作为阐释二者关系的切入点,基于修正的ECM-ISC模型,通过调查问卷收集数据(N=427),检验平台可供性对短视频草根创作者持续使用的影响.研究发现,平台可供性中的功能可用最为重要,而规则可见最易被忽略,满意度在平台可供性与持续使用意愿之间发挥重要中介作用.
Abstract
The relationship between grassroots creators and short-video platforms has undergone a honeymoon period during the content entrepreneurship boom,as well as a tense game when platform power expands,and is now seeking a stable state of balanced interests for both sides.This study introduces"platform affordance"into the ECM-ISC model,collects data through a questionnaire(N=427),and tests the impact of platform affordance on the intention and behavior of short-video grassroots creators.The study finds that,in the component of platform affordance,functional usability is most essential while rules visibility is most overlooked;the satisfaction plays an important mediating role between the platform affordance and the continuous use intention.
关键词
平台可供性/草根创作者/短视频平台/持续使用意愿及行为Key words
platform affordance/grassroots creators/short-video platforms/continuous use intention and behavior引用本文复制引用
出版年
2024
NETL
NSTL
万方数据