新媒体环境下大学生听书行为意向影响因素研究

目的/意义] 以大学生有声书用户群体为对象,探究其听书行为意向影响因素,与图书馆界引入有声书资源或听书服务的理论设想相呼应,为高校图书馆开展听书信息服务提供实证参考。方法/过程] 在整合式技术接受模型（UTAUT模型）基础上,结合大学生群体与有声书资源的特征,尝试性地引入感知成本、感知娱乐以及个人创新性三个听书行为意向影响因素,构建大学生听书行为意向影响因素模型,并通过问卷法收集相关数据,对该模型进行实证检验与修正。结果/结论] 绩效期望、社群影响、便利条件、感知成本与个人创新性对大学生的听书行为意向有显著影响;努力期望与感知娱乐性对大学生的听书行为意向的显著影响未得到验证,作为调节变量的学生类型的作用也并未得到验证。最后,在研究假设验证结果基础上,修正原有的大学生听书行为意向影响模型。

Research on Influence Factors of College Students' Behavior Intention of Listening to Audiobooks under the New Media Environment

Purpose/significance] This paper takes the college students as the research objective, who are one of the groups of audiobooks users, to explore the influence factors of behavior intention of listening to audiobooks. This work presents the echoes between practice and theory of having the audiobooks resources or audiobooks-listening service in the library. It also provides an empirical case reference for the college library to carry out the audiobooks-listening service.Method/process] On the basis of the characteristics of the college students and audiobooks, this paper introduced three factors , including perceived cost, perceived entertainment and personal innovativeness, into the Unified Theory of Acceptance and Use of Technology (UTAUT) model for developing a model of influence factors of college students' behavior intention of listening to audiobooks. Then the questionnaire method is used to collect data for examining and correcting the model. Result/conclusion] The results show that (1) the factors, including performance expectancy, social influence, facilitating conditions, perceived cost and personal innovativeness, have significant influence on college students' behavior intention of listening to audiobooks . However, (2) the effect of effort expectancy and perceived entertainment on college students' behavior intention of listening to audiobooks is not obvious. And the type of students, as a moderating variable, has not passed the inspection. Finally, (3) a modified model is proposed based on hypothesis test results.