摘要
本文基于媒介可供性理论框架,结合感知价值理论、满意度理论构建了媒介可供性对付费意愿影响的理论模型。通过对大学生群体的调查研究发现,生产可供性对提升满意度有着最为显著的影响,社交可供性对提升感知价值和付费意愿有着最为显著的影响,移动可供性为用户使用音乐流媒体提供了基础环境,感知价值与满意度的链式中介效应成立。本文通过实证分析研究了大学生群体音乐流媒体付费行为意愿的影响机制,拓展了媒介可供性理论的研究范畴。
Based on the theoretical framework of media affordances,combined with the perceived value theory and satisfaction theory,this paper constructs a theoretical model of the impact of media affordances on willingness to pay.Through the investigation of college students,this paper finds that production affordances impact most significantly on improving satisfaction,social affordances have the most significant impact on improving perceived value and willingness to pay,mobile affordances provide a basic environment for users to use music streaming services,and the chain mediating effect of perceived value and satisfaction is established.It further studies the mechanism influencing college students'payment behavior for music streaming services through empirical analysis,expanding the research range of the media affordances theory.
作者
刘恋
王一鸣
Liu Lian;Wang Yiming
出处
《文化产业研究》
2023年第1期87-102,共16页
Cultural Industry Research
关键词
媒介可供性
音乐流媒体
付费意愿
大学生
实证研究
Media Affordances
Music Streaming Service
Willingness to Pay
College Students
The Empirical Study
