摘要
本文使用2017年课题组对网络主播的调查数据,基于计划行为理论构建了规范直播行为意向的'行为态度—主观规范—知觉行为控制'研究框架,从主播这一市场主体角度探究目前监管政策下的规范直播行为意向及影响因素。研究结果表明,七成网络主播具有规范直播行为意向,而主播的行为态度、主观规范以及知觉行为控制的不同因素会对规范直播行为意向产生不同程度的影响。
This paper sets up a'Behavioral Attitude-Subjective Norms-Perceived Behavior Control'research framework that regulates anchors’behavior intention based on Theory of Planned Behavior,exploring their behavior intention under current regulations and the influencing factors from the standpoint of network anchors.Empirical data applied in this paper were collected in 2017 by the research project group.Results show that 70%of network anchors have the intention of regulating live behaviors,and that factors including anchors’behavioral attitude,subjective norms and perceived behavior control could produce an effect on anchors’behavior intention respectively.
作者
廉思
唐盘飞
Lian Si;Tang Panfei
出处
《青年学报》
2019年第3期26-35,共10页
Youth Research
基金
对外经济贸易大学惠园杰出学者资助计划阶段性成果
关键词
网络主播
规范直播行为意向
计划行为理论
network anchors
intention of regulating anchors’live behaviors
Theory of Planned Behavior
