系统管理学报

系统管理学报 ›› 2020, Vol. 29 ›› Issue (2): 294-307.DOI: 10.3969/j.issn.1005-2542.2020.02.010

• 企业管理 • 上一篇    下一篇

移动视频直播的互动性对持续使用意愿的影响

范小军，蒋欣羽，倪蓉蓉，董学兵   

  1. 上海大学 管理学院，上海 201900
  • 出版日期:2020-03-29 发布日期:2020-07-07
  • 作者简介:范小军（1974-），男，教授，博士生导师。研究方向为零售渠道与自有品牌。
  • 基金资助:
    国家自然科学基金资助项目（71772115）

Influence of Interactivity of Mobile Live-Video Broadcast on  Intention of Continuous Use of Users

FAN Xiaojun, Jiiang Xinyu, NI Rongrong, DONG Xuebing   

  1. School of Business Administration, Shanghai University, Shanghai 201900, China
  • Online:2020-03-29 Published:2020-07-07

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摘要： 移动视频直播指用户通过移动设备实时制作或观看视频的服务。近年来，移动直播APP快速发展，吸引了大量的用户，然而平台的最终成功取决于用户持续使用。本文聚焦于移动视频直播的互动性，以流体验理论、社会临场感理论和认同理论为基础，从心理认知视角探讨了互动性对用户持续使用意愿的作用机理。通过问卷调查，共收集346份有效问卷，采用SPSS和PLS软件对假设模型进行验证。结果显示，移动视频直播的互动性通过提高用户观看体验（流体验、社会临场感）和主播认同进而影响满意度和持续使用意愿。同时互动性的各个维度对用户体验和认同感的影响程度存在显著差异。据此，为移动视频直播运营商的长期发展提供了理论指导。

关键词: 互动性, 流体验, 社会临场感, 认同感, 持续使用意愿

Abstract: Mobile live-video broadcast refers to the service that users make or watch videos synchronously through mobile devices. Recently, the rapid development of live-video broadcast APPs has attracted lots of users in the short term. However, its ultimate success depends on the intention of continuous use of users. Based on the flow theory, the social presence theory, and the identity theory, this paper focuses on the interactivity of mobile live-video broadcast and explores the mechanism of interactivity on the intention of continuous use from the perspective of psychological cognition. By conducting a questionnaire survey, 346 valid questionnaires are collected to verify the proposed model by using SPSS and SMARTPLS. The results indicate that the interactivity of mobile live-video broadcast has a significant positive effect on the satisfaction and the intention of continuous use of users by improving the viewing experience (flow, social presence) and anchor identity. Besides, there are significant differences between the influence of the dimensions of interactivity on the viewing experience and identity of users. Therefore, this paper proposes some suggestions for mobile live-video broadcast based on these findings.

Key words: interactivity, flow experence, social presence, identity, intention of continuous use

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