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

Abstract

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

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.

References

[1] Arndt J. Role of Product-Related Conversations in The Diffusion of a New Product[J]. Journal of Marketing Research, 1967,4(3):291-295
[2] Thorsten H., Kevin P. G., Gianfranco W., et al. Electronic Word-of-mouth via Consumer-Opinion Platforms:What Motivates Consumers to Articulate Themselves on The Internet?[J]. Journal of Interactive Marketing, 2004,18(1):38-52
[3] 张晓飞,董大海.网络口碑传播机制研究述评[J].管理评论, 2011,23(2):88-92
[4] Liu S., Jiang C., Lin Z., et al. Identifying Effective Influencers Based on Trust For Electronic Word-of-mouth Marketing:A Domain-Aware Approach[J]. Information Sciences, 2015,306(10):34-52
[5] 陈明亮,章晶晶.网络口碑再传播意愿影响因素的实证研究[J].浙江大学学报(人文社会科学版), 2008,38(5):127-135
[6] 黄敏学,冯小亮,王峰等.不满意消费者的网络负面口碑机制研究[J].武汉大学学报(哲学社会科学版), 2010,63(3):440-445
[7] 阎俊,蒋音波,常亚平.网络口碑动机与口碑行为的关系研究[J].管理评论, 2011,23(12):84-91
[8] 赖胜强,唐雪梅,朱敏.网络口碑对游客旅游目的地选择的影响研究[J].管理评论, 2011,23(6):68-75
[9] 谢毅,彭泗清.品牌信任和品牌情感对口碑传播的影响:态度和态度不确定性的作用[J].管理评论, 2014,26(2):80-91
[10] Jeong E., Jang S. Restaurant Experiences Triggering Positive Electronic Word-of-mouth(Ewom)Motivations[J]. International Journal of Hospitality Management, 2011,30(2):356-366
[11] Cheung C. M. K., Lee M. K. O. What Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms[J]. Decision Support Systems, 2012,53(1):218-225
[12] Martin W. C., Lueg J. E. Modeling Word-of-mouth Usage[J]. Journal of Business Research, 2013,66(7):801-808
[13] Lien C. H., Cao Y. Examining We Chat Users' Motivations, Trust, Attitudes, and Positive Word-of-mouth:Evidence from China[J]. Computers in Human Behavior, 2014,41(12):104-111
[14] Chang H. H., Tsai Y., Kit H., et al. The Effects of Response Strategies and Severity of Failure on Consumer Attribution with Regard to Negative Word-of-mouth[J]. Decision Support Systems, 2015,71(3):48-61
[15] Dichter E. How Word-of-mouth Advertising Works[J]. Harvard Business Review, 1966,44(6):147-166
[16] Harrison-Walker L. J. E-complaining:A Content Analysis of an Internet Complaint Forum[J]. Journal of Services Marketing, 2001,15(5):397-412
[17] Linda L. P., Lawrence F., Audrey G. Everyday Market Helping Behavior[J]. Journal of Public Policy and Marketing, 1995,14(2):255-266
[18] Yoo K. H., Gretzel U. What Motivates Consumers to Write Online Travel Reviews?[J]. Information Technology and Tourism, 2008,10(4):283-295
[19] Sundaram D. S., Mitra K., Cynthia W. Word-of-mouth Communications:A Motivational Analysis[J]. Advances in Consumer Research, 1998,25(1):527-531
[20] Molly M. W., Samer F. Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice[J]. MIS Quarterly, 2005,25(1):35-57
[21] Au N., Ngai T., Cheng T. Extending The Understanding of End User Information Systems Satisfaction Formation:An Equitable Needs Fulfillment Model Approach[J]. MIS Quarterly, 2008,32(1):43-66