电视上网服务消费者采纳影响因素研究
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摘要
近十年来,三网融合推进力度不断加强,同时与之相关的信息技术也得到了迅猛发展,在这样的背景下媒体融合成为了必然结果。电视上网服务作为电视媒体和互联网媒体融合的产物成为新热点,得到了学者们的广泛关注,但是目前在该领域针对消费者采纳的研究仍屈指可数。基于此,本研究从界定电视上网服务入手,运用调查问卷的形式进行实证研究,探讨该服务的消费者采纳影响因素。
本研究在广泛查找相关领域文献进行文献综述的基础上,选择以科技接受模型为核心理论框架,辅助以习惯理论和消费者行为理论,构建了电视上网服务消费者采纳影响因素模型。使用SPSS和Amos软件对收集到的调查问卷结果进行信度效度分析,对研究模型进行拟合度检验,对研究假设进行验证,得到以下结论：感知有用性、感知娱乐性、感知易用性均正向影响消费者态度,且三者的影响程度依次由强到弱。社会环境和互联网使用习惯既能直接影响消费者采纳,又可通过影响消费者态度间接影响消费者采纳；家庭环境和电视使用习惯则对消费者态度无显著影响,但是能直接影响消费者采纳意愿。最后,基于上述研究结论,同时综合考虑电视上网服务目前的发展现状,本文在结尾处对该服务的进一步发展提出了几点建议。
本研究的主要贡献在于跳出以往研究局限于某特定业务的研究束缚,站在了整个服务的角度探讨消费者采纳的影响因素,并创造性地引入习惯理论和消费者行为理论,改进了技术接受模型,并通过实证研究证实了该模型能很好地解释影响消费者采纳的因素。最终得到了影响消费者采纳电视上网服务的因素,并以此理论为基点提出了切实可行的服务发展改进方案。
Latest ten years, the effort to boost the integration of telecommunications networks, cable TV network and the Internet was much stronger, and the development of relative information technology is rapidly at the same time. Under this circumstance, convergence of media becomes certain tendency. TV-Internet service, the convergence of TV media and Internet media becomes new hotspot, attracting researchers' attention. However, researches on customers' adoption in this field are rare. Under this circumstance, this article starts with defining TV-Internet, and then uses questionnaires to make an empirical research to make sure what will influence customers' adoption of this service.
Based on extensive literature review of relevant research, this study choose TAM model as the core theoretical framework, supporting by habit theory and customer's behavior theory. A model aimed at testing the adoption of customer is constructed. By using SPSS to make reliability and validity analysis, and using Amos to test the theoretical model and research hypothesis, we get following conclusions: perceived usefulness, perceived enjoyment, perceived ease of use and are influencing customer's attitude from strong to weak. Social environment and Internet using habit influence customer's adoption directly and indirectly. Family environment and TV using habit don't have appreciable impact on customer's attitude, but influencing customer's adoption directly. Combine with above conclusion and the current situation of TV-Internet service, this article comes up with several advices at the end.
The main contribution of this research is to get rid of the constraint of specific business in TV-Internet service, and make it as a whole to discuss customer's adoption. Besides, this article introduces the theory of habit and the theory of customer's behavior to enrich TAM model, which proves to be convictive. What's more, we finally get the factors that will influence customer's adoption, based on which we give some practical advices to guide the future development of TV-Internet service.
本研究在广泛查找相关领域文献进行文献综述的基础上,选择以科技接受模型为核心理论框架,辅助以习惯理论和消费者行为理论,构建了电视上网服务消费者采纳影响因素模型。使用SPSS和Amos软件对收集到的调查问卷结果进行信度效度分析,对研究模型进行拟合度检验,对研究假设进行验证,得到以下结论：感知有用性、感知娱乐性、感知易用性均正向影响消费者态度,且三者的影响程度依次由强到弱。社会环境和互联网使用习惯既能直接影响消费者采纳,又可通过影响消费者态度间接影响消费者采纳；家庭环境和电视使用习惯则对消费者态度无显著影响,但是能直接影响消费者采纳意愿。最后,基于上述研究结论,同时综合考虑电视上网服务目前的发展现状,本文在结尾处对该服务的进一步发展提出了几点建议。
本研究的主要贡献在于跳出以往研究局限于某特定业务的研究束缚,站在了整个服务的角度探讨消费者采纳的影响因素,并创造性地引入习惯理论和消费者行为理论,改进了技术接受模型,并通过实证研究证实了该模型能很好地解释影响消费者采纳的因素。最终得到了影响消费者采纳电视上网服务的因素,并以此理论为基点提出了切实可行的服务发展改进方案。
Latest ten years, the effort to boost the integration of telecommunications networks, cable TV network and the Internet was much stronger, and the development of relative information technology is rapidly at the same time. Under this circumstance, convergence of media becomes certain tendency. TV-Internet service, the convergence of TV media and Internet media becomes new hotspot, attracting researchers' attention. However, researches on customers' adoption in this field are rare. Under this circumstance, this article starts with defining TV-Internet, and then uses questionnaires to make an empirical research to make sure what will influence customers' adoption of this service.
Based on extensive literature review of relevant research, this study choose TAM model as the core theoretical framework, supporting by habit theory and customer's behavior theory. A model aimed at testing the adoption of customer is constructed. By using SPSS to make reliability and validity analysis, and using Amos to test the theoretical model and research hypothesis, we get following conclusions: perceived usefulness, perceived enjoyment, perceived ease of use and are influencing customer's attitude from strong to weak. Social environment and Internet using habit influence customer's adoption directly and indirectly. Family environment and TV using habit don't have appreciable impact on customer's attitude, but influencing customer's adoption directly. Combine with above conclusion and the current situation of TV-Internet service, this article comes up with several advices at the end.
The main contribution of this research is to get rid of the constraint of specific business in TV-Internet service, and make it as a whole to discuss customer's adoption. Besides, this article introduces the theory of habit and the theory of customer's behavior to enrich TAM model, which proves to be convictive. What's more, we finally get the factors that will influence customer's adoption, based on which we give some practical advices to guide the future development of TV-Internet service.
引文
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[3]张莉,中国三网如何真正融合——从制度经济学角度分析,《新闻前哨》,2011(3)
[4]苏俊,从国发[2009]26号文中的“三网融合”政策谈起,电视技术,2009(9)
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[7]曹扬,移动商务用户接受模型及实证研究[学位论文],山东,山东大学,2009
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[19]王欣,给予生活形态的IPTV用户使用行为研究[学位论文],上海,华东师范大学,2010
[20]叶利生,影响IPTV产品消费的关键成功因素分析[学位论文],北京,北京邮电大学,2008
[21]屈劲,王卫,李沫等,互联网电视标准综述,电视技术,34(7),2010：13-15.
[22]袁敏,互联网电视需要探索和创新发展模式电视、手机电视、IPTV,http://www.chinabaike.com/z/keji/gb/758445.html,2011-4
[23]肖倩,基于创新扩散理论的网络电视用户使用行为研究[学位论文].重庆,西南大学,2011.
[24]杨然,全球三网融合发展现状,现代电信科技,2010(2)：1-3
[25]徐贵宝,IPTV市场发展分析,中国多媒体视讯,2005(12)：1-2
[26]桑晓姝,我国IPTV的发展与商业模式研究[学位论文],北京,我国IPTV的发展与商业模式研究,2006
[27]杨建祥,向农,付光涛等,OTT VS IPTV兼谈电视的发展趋势,广播电视信息,2012(3)
[28]邓楚燕,大势所趋三网融合促进家庭影视产品升级,http://info.av.hc360.com/2011/01/270806275299.shtml,2011-01
[29]Troy,[行业分析]互联网电视未来几年预测,http://bc0.tech-ex.com/review/00505010.html,2011-01
[30]牌照：互联网电视的现实困境,http://finance.jrj.com.cn/biz/2012/12/10095714796542.shtml,2012-12
[31]互联网电视将主导第三代互联网产业整合加速,http://otv.lmtw.com/Manalysis/201203/76062.html,2012-03
[32]广电总局发181号文件鼓励互联网电视运营, http://www.cngdj.net/new_view.aspx?id=135,2011-12
[33]任晓伟,互联网电视与有线数字电视竞争力比较分析,电视技术,35(16),2011：10-12.
[34]蒋谊,中国网络电视受众的收视研究[学位论文],南京,南京师范大学,2008.
[35]I. S. Dongwon Lee, Myunghwan Yoo, Jong-Ho Lee, Understanding the Adoption of Convergent Services:The Case of IPTV, HICSS, In Hawaii International Conference on System Sciences, Hawaii,2011.
[36]J. Bo Xiao, XiaoGuo, Louis Leung, IPTV:User Behavior Analysis, In International Conference on Management and Service Science,中国电影出版社,2009
[37]常尚,让互联网电视成为家庭娱乐中心,电子商讯,7(3),2009：1.
[38]杨梅,浅谈智能电视的发展与普及对数字媒体技术专业发展的影响,见全国数字媒体技术专业建设与人才培养研讨会,北京,2011.
[39]Dong Hee Shin, An empirical investigation of a modified technology acceptance model of IPTV, Behaviour & Information Technology,2009:2-5
[40]Sandra Weniger, User Adoption of IPTV:A Research Model, In 23rd Bled eConference, Linkedln,2010
[41]Yonghee Shin,Hyori Jeon,Munkee Choi, Analysis on the Mobile IPTV Adoption and Moderator Effect using extended TAM model, In Fourth International Conference on Networked Computing and Advanced Information Management, Suzhou,2008
[42]Imsook Ha,Jaeheung Yoo,Junkyun Choi,etc., Adoption of IPTV under the Convergence of Broadcasting and Telecommunications, In ICACT,2009
[43]Imsook Ha, Seungyun Yook, The Effects of Media Characteristics on IPTV Adoption, In PICMET 2009 Proceedings, Portland,2009
[44]白燕燕,网络电视的互动及媒介文化意义研究[学位论文],吉林,东北师范大学硕士
[45]陆敏玲,影响农民持续使用移动信息服务平台的因素研究,价值工程,2012(11)：3-4
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[2]肖叶飞,西方国家三网融合的产业政策与规制措施,中国有线电视,2012(3)
[3]张莉,中国三网如何真正融合——从制度经济学角度分析,《新闻前哨》,2011(3)
[4]苏俊,从国发[2009]26号文中的“三网融合”政策谈起,电视技术,2009(9)
[5]Xiao Yang, Du Xiaojing, Zhang Jingyuan, etc. Internet Protocol Television (IPTV) The Killer Application for the Next-Generation Internet, Communications Magazine,2007(12).
[6]刘宪立,社会性网络服务用户使用意图影响因素研究[学位论文],云南,云南财经大学,2011
[7]曹扬,移动商务用户接受模型及实证研究[学位论文],山东,山东大学,2009
[8]Icek Ajzen, Understanding Attitudes and Predicting Social Behavior, Pearson Education(US),1980:20-35
[9]孙建军,成颖,柯青,TAM模型研究进展—模型演化,情报科学,2007(8)：1-3
[10]Davis F.D., Perceived Usefulness, Perceived Ease of Use, and End User Acceptance of Information Technology, MIS Quarterly,1989(13):318-339
[11]Viswanath Venkatesh, Fred D. Davis, A Theoretical Extension of the Technology Acceptance Model:Four Longitudinal Field Studies, MANAGEMENT SCIENCE, 46(2),2000:186-204
[12]Venkatesh V., Morris M.G., Davis G.B.,etc., User acceptance of information technology:towards a unified view, MIS Quarterly,27(3),2003:425-478
[13]欧阳振,基于UTAUT修正模型的手机位置服务用户接受分析[学位论文],北京,北京邮电大学2010
[14]黎斌,微博用户持续使用意愿影响因素研究[学位论文],浙江,郑江大学,2012
[15]Triandis, Harry C, Values, attitudes, and interpersonal behavior. Nebraska Symposium on Motivation,1979 (27):195-259.
[16]郭莹莹,移动互联网业务持续使用影响因素研究[学位论文],北京,北京邮电大学,2010
[17]Hee-Woong Kim, Kee-Young Kwahk, Comparing the Usage Behavior and the Continuance Intention of Mobile Internet Services, WCMeB,2007:4-6
[18]井淼,消费者网上购买行为感知风险研究——基于上海大学生的实证分析[学位论文]，上海,上海交通大学,2006
[19]王欣,给予生活形态的IPTV用户使用行为研究[学位论文],上海,华东师范大学,2010
[20]叶利生,影响IPTV产品消费的关键成功因素分析[学位论文],北京,北京邮电大学,2008
[21]屈劲,王卫,李沫等,互联网电视标准综述,电视技术,34(7),2010：13-15.
[22]袁敏,互联网电视需要探索和创新发展模式电视、手机电视、IPTV,http://www.chinabaike.com/z/keji/gb/758445.html,2011-4
[23]肖倩,基于创新扩散理论的网络电视用户使用行为研究[学位论文].重庆,西南大学,2011.
[24]杨然,全球三网融合发展现状,现代电信科技,2010(2)：1-3
[25]徐贵宝,IPTV市场发展分析,中国多媒体视讯,2005(12)：1-2
[26]桑晓姝,我国IPTV的发展与商业模式研究[学位论文],北京,我国IPTV的发展与商业模式研究,2006
[27]杨建祥,向农,付光涛等,OTT VS IPTV兼谈电视的发展趋势,广播电视信息,2012(3)
[28]邓楚燕,大势所趋三网融合促进家庭影视产品升级,http://info.av.hc360.com/2011/01/270806275299.shtml,2011-01
[29]Troy,[行业分析]互联网电视未来几年预测,http://bc0.tech-ex.com/review/00505010.html,2011-01
[30]牌照：互联网电视的现实困境,http://finance.jrj.com.cn/biz/2012/12/10095714796542.shtml,2012-12
[31]互联网电视将主导第三代互联网产业整合加速,http://otv.lmtw.com/Manalysis/201203/76062.html,2012-03
[32]广电总局发181号文件鼓励互联网电视运营, http://www.cngdj.net/new_view.aspx?id=135,2011-12
[33]任晓伟,互联网电视与有线数字电视竞争力比较分析,电视技术,35(16),2011：10-12.
[34]蒋谊,中国网络电视受众的收视研究[学位论文],南京,南京师范大学,2008.
[35]I. S. Dongwon Lee, Myunghwan Yoo, Jong-Ho Lee, Understanding the Adoption of Convergent Services:The Case of IPTV, HICSS, In Hawaii International Conference on System Sciences, Hawaii,2011.
[36]J. Bo Xiao, XiaoGuo, Louis Leung, IPTV:User Behavior Analysis, In International Conference on Management and Service Science,中国电影出版社,2009
[37]常尚,让互联网电视成为家庭娱乐中心,电子商讯,7(3),2009：1.
[38]杨梅,浅谈智能电视的发展与普及对数字媒体技术专业发展的影响,见全国数字媒体技术专业建设与人才培养研讨会,北京,2011.
[39]Dong Hee Shin, An empirical investigation of a modified technology acceptance model of IPTV, Behaviour & Information Technology,2009:2-5
[40]Sandra Weniger, User Adoption of IPTV:A Research Model, In 23rd Bled eConference, Linkedln,2010
[41]Yonghee Shin,Hyori Jeon,Munkee Choi, Analysis on the Mobile IPTV Adoption and Moderator Effect using extended TAM model, In Fourth International Conference on Networked Computing and Advanced Information Management, Suzhou,2008
[42]Imsook Ha,Jaeheung Yoo,Junkyun Choi,etc., Adoption of IPTV under the Convergence of Broadcasting and Telecommunications, In ICACT,2009
[43]Imsook Ha, Seungyun Yook, The Effects of Media Characteristics on IPTV Adoption, In PICMET 2009 Proceedings, Portland,2009
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