摘要
在推进全民阅读的背景下,短视频已成为阅读推广的重要形式之一。阅读推广类短视频的传播效果取决于受众的采纳行为,因此本文以ELM和UTAUT为理论框架构建了阅读推广类短视频受众采纳行为影响因素模型,并通过问卷调查的方式进行实证研究,研究得出有用性、信源可信度和社会影响是影响受众采纳意愿的重要因素,而采纳意愿又会对采纳行为产生正向影响。同时,文章在研究结果的基础上提出阅读推广类短视频的优化策略。
Against the backdrop of promoting nationwide reading,short videos have emerged as a crucial form of reading promo tion.The dissemination effectiveness of reading promotion short videos depends on the adoption behavior of the audience.Therefore,the article constructs a model of factors influencing the adoption behavior of audiences for reading promotion short videos based on the Elaboration Likelihood Model(ELM)and Unified Theory of Acceptance and Use of Technology(U TAUT).Through empirical research conducted via a questionnaire survey,the study concludes that usefulness,source credibili ty,and social influence are significant factors affecting audience adoption willingness.Adoption willingness,in turn,has a positive impact on adoption behavior.Furthermore,the article proposes optimization strategies for reading promotion short videos based on research results.
作者
刘倩
王君丽
张聪
Liu Qian;Wang Junli;Zhang Cong
出处
《图书馆理论与实践》
CSSCI
2024年第1期28-35,共8页
Library Theory and Practice
关键词
阅读推广类短视频
精细加工可能性模型
技术接受使用模型
采纳行为
Reading Promotional Short Videos
Elaboration Likelihood Model
Unified Theory of Acceptance and Use of Technology Model
Adoption Behavior
