新媒体环境下用户信息交互意愿影响因素与实证——以汽车新媒体为例

[目的/意义]随着新媒体技术的快速发展,利用新媒体平台与用户进行信息交互成为很多企业或组织了解用户需求和获取消费行为规律的新渠道,在信息交互过程中哪些因素影响到用户的交互意愿对企业有效服务消费者和挖掘消费者需求有重大的意义。[方法/过程]以用户感知价值接受模型为基础,基于信息生态理论建立新媒体环境下用户信息交互意愿的影响因素概念模型,并以汽车行业新媒体交互平台为研究样本,通过问卷调查和结构方程进行实证研究以验证模型的有效性。[结果/结论]数据结果表明,外部变量对新媒体信息交互意愿影响因素的大小依次为感知易用性、感知价值、信息有用性和感知风险。其中,感知易用性、感知价值、信息有用性对交互意愿产生正向影响,感知风险对交互意愿产生负向影响;在感知价值分析中,社会娱乐性对感知价值产生正向影响,信息感知成本对感知价值产生负向影响。本研究可以帮助新媒体信息服务平台更好完善与用户的信息交互功能,对新媒体平台健康发展起到一定的指导作用。

Research on Influencing Factors of Consumers' Information Interaction Willingness in the New Media Environment:An Example of the Automobile Industry New Media Platform

[Purpose/significance] With the rapid development of new media technology, information interaction with users on new media platform has become a new method, used by lots of enterprises and organizations, of understanding the needs of customers and consumer behaviors. [Method/process] Based on the Value-based Adoption Model (VAM) and the information ecology theory, the influencing factors model of users' information interaction willingness in the new media environment is established. The new media interactive platform of the automobile industry is used as the research sample and validated by the questionnaire survey and the structural equation model. [Result/conclusion] The data collected show that:the degree of influence from large to small on the information interaction willingness on new media platform are as follows perceived ease of use, perceived value, information usefulness and perceived risk; perceived ease of use, perceived value and information usefulness have positive effects while the perceived risk has a negative effect on the information interaction willingness; in the perceptual value analysis, the social entertainment has a positive effect and the perceived information cost has a negative effect on the perceived value. This research can help the new media information service platform to improve the information exchange function with users, and play a certain guiding role in the healthy development of the new media platform.