摘要
本文以W村不同代际村民为研究对象,并以整合型技术接受与使用模型(UTAUT模型)为理论基础,在其基础上增加了个性需求与感知成本两大变量,进而探究两个问题:在乡村中,不同代群的媒介使用具体而言有何差异?什么因素影响了不同代群的媒介选择和使用?研究发现,青年代群钟爱新媒体应用,使用动机和诉求以休闲娱乐和社会交往为先,邮件、专业办公软件等商务需求较低;而大部分中年人则秉承实用目的,其媒介使用首先是为了工作、浏览新闻信息、完成交流等实务诉求,同时在媒介内容的选择上倾向于严肃内容和休闲内容兼顾;而老年代群最常用的媒介便是电视和老年机,在热衷休闲内容和生活服务内容的基础上,老年人逐渐钟爱电视广告购物.另外,青中老代群日均媒介使用时长呈现依次减小的态势.
This research takes the villagers of different generations in W Village as the research object,and takes the Unified Theory of Acceptance and Use of Technology(UTAUT model)as the theoretical basis.On this basis,it adds two variables of personality demand and perceived cost,and then explores two questions:in rural areas,what are the differences in the use of media among different generations?What factors affect the media choice and use of different generations?The study found that the young generations love new media applications,and their motivations and demands are given priority to leisure,entertainment and social interaction.Business needs such as emails and professional office software are low.While most middle-aged people adhere to practical purposes.Their media use is primarily for practical demands such as work,browsing news and information,and completing exchanges.At the same time,the choice of media content tends to take both serious content and casual content into consideration.'The most commonly used media for the old age group are television and old-age phones.On the basis of their enthusiasm for leisure content and life service content,the elderly gradually love TV shopping.In addition,the average daily media use time of the young,middle-aged and old generations has shown a downward trend.
作者
陈欣钢
周祺
Chen Xingang;Zhou Qi
出处
《中国新闻传播研究》
2021年第4期218-237,共20页
China Journalism and Communication Journal
