以身临其境为特点的网络直播对用户持续使用和推荐意愿的影响机制亟待探索。社会临场感反映了用户在线上交互行为中的真实的心理状态,是虚拟共在感、心理卷入及行为参与的具象表现。本文探究了网络直播用户的社会临场感通过用户承诺对于持续使用和推荐意愿的作用机制,并探讨了感知有用性和感知易用性等技术相关因素的影响。通过对349份样本数据的分析,本文结果表明,社会临场感与网络直播用户的持续使用和推荐意愿正相关,同时,社会临场感通过提高用户承诺正向影响用户持续使用和推荐意愿。此外,当用户感知有用性较强时,社会临场感通过承诺对推荐意愿的正向效应会被增强。这项研究有助于深入认识社会临场感影响网络直播用户的持续使用以及推荐意愿的潜在中间机制和边界条件,并有效指导网络直播平台的关系绩效管理。
身临其境:网络直播用户行为意愿机制探析
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参考文献
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引用本文
张婕琼, 韩晟昊, 高维和. 身临其境:网络直播用户行为意愿机制探析[J]. 外国经济与管理, 2022, 44(11): 49-62.
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