网络视频服务用户内容传播行为意愿实证研究

›› 2015, Vol. 27 ›› Issue (11): 86-95.

网络视频服务用户内容传播行为意愿实证研究

侯德林^1,2, 赵丽平³, 张星¹, 夏火松^1,2

1. 武汉纺织大学管理学院, 武汉 430073;
2. 华中科技大学管理学院, 武汉 430074;
3. 华中农业大学经济管理学院, 武汉 430070

收稿日期:2013-07-18 出版日期:2015-11-30 发布日期:2015-12-07
作者简介:侯德林,武汉纺织大学管理学院副教授,博士,华中科技大学管理学院博士后;赵丽平,华中农业大学经济管理学院博士研究生;张星,武汉纺织大学管理学院副教授,博士;夏火松,武汉纺织大学管理学院教授,博士。
基金资助:
国家自然科学基金青年项目(71203169;71403197);教育部人文社会科学研究青年基金项目(10YJC870010);湖北省教育厅人文社会科学研究项目(2012Q160);湖北省高等学校人文社会科学重点研究基地企业决策支持研究中心支持。

Empirical Study on Intention of User Content Dissemination Behavior in Network Video Services

Hou Delin^1,2, Zhao Liping³, Zhang Xing¹, Xia Huosong^1,2

1. School of Management, Wuhan Textile University, Wuhan 430073;
2. School of Management, Huazhong University of Science and Technology, Wuhan 430074;
3. School of Economics and Management, Huazhong Agricultural University, Wuhan 430070

Received:2013-07-18 Online:2015-11-30 Published:2015-12-07

摘要/Abstract

摘要：

用户对网络视频信息的传播行为,可以很好地推广和传播视频服务网站的用户认同度,还可以极大地推动视频内容中信息和知识的扩散和交流。以网络口碑传播理论为基础,构建了网络视频服务用户内容传播行为意愿模型。通过优酷网好友在线问卷填写和纸介版社会问卷调研,共获得有效样本242个。进行了PCA因子分析和可靠性信度分析,采用结构方程模型的CFA和路径分析方法;检验结果表明,服务平台支持、关心他人、社交利益、视频质量和积极自我提升等因素对网络视频用户内容传播行为意愿有显著的影响作用,其中,积极自我提升的影响作用最大,而帮助公司对视频用户内容传播行为意愿的影响不显著。

关键词: 网络视频服务, 内容传播行为, 网络口碑, 用户行为意愿, 结构方程模型

Abstract:

The dissemination behavior of network users for the video information will largely promote and disseminate the popularity of the video website and its services, and it can also greatly promote the diffusion and exchange of information and knowledge that is contained in the video content, which is conducive to the progress of society and civilization. Based on the theory of the internet word-of-mouth dissemination, this paper constructs the intention model the content dissemination behaviors of network video service users. Through the online questionnaire survey of Youku.com users and the social survey in the form of printing paper, 242 valid samples are obtained. The data obtained is processed by the PCA factor and the reliability analysis, and the CFA and path analysis of structural equation model are also used in this paper. This paper shows that the services platform support, the concern for others, the social benefits, the video quality, and the positive self-improvement have a significant effect on the content dissemination behavior intention of network video users, and among them, the impact of positive self-improvement is the most significant, but helping-the-company factor is not significant.

Key words: network video services, content dissemination behavior, internet word-of-mouth, user behavioral intention, structural equation model

侯德林, 赵丽平, 张星, 夏火松. 网络视频服务用户内容传播行为意愿实证研究[J]. , 2015, 27(11): 86-95.

Hou Delin, Zhao Liping, Zhang Xing, Xia Huosong. Empirical Study on Intention of User Content Dissemination Behavior in Network Video Services[J]. , 2015, 27(11): 86-95.

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