Research On The Migration Behavior Of News Consumption Channels Based On TAM Model

With the rapid development of Internet and mobile communication technology,new media,such as social media,are rapidly rising in the news consumption channels.This kind of channel has become the main channel of consumer news consumption.New media for consumer news consumption has brought a new experience.New media has gradually become a substitute for traditional journalism.However,the new media don't completely replace the traditional media.It is a multi-portfolio structure of new media and traditional media.Although most consumers choose to consume news through the new media,some people still choose to read news through traditional media.Why is there such a phenomenon?Can traditional media channels continue to survive?Therefore,this article takes the two types of representative news channels as the research object,which are newspaper channel and social media channel.It's based on the TAM model.Through the combination of the previous studies on channel migration behavior and perceived enjoyment research,it compares the difference between consumer perception in these channels.This article will find out the key perception factors of different channels,and then explore the migration mechanism of consumer's news consumption channel.And it will provide appropriate direction and constructive suggestions for media channels.The main contents of this paper are divided into the following aspects.First of all,the paper summarizes the relevant literatures of channel migration behavior,user acceptance behavior and perceived enjoyment theory,which makes it describe the influence mechanism of migration behavior of news consumption channel in theory.These provide strong theoretical support for the construction of research model.Secondly,the paper combines TAM model with perceived enjoyment theory.Then,it constructs the theoretical model for tourism migration behavior of news consumption channel based on TAM model.Through this,it forms the initial measurement scale.According to the relevant theory,the paper puts forward the influence hypothesis among the variables in the model.Then,on the basis of the initial measurement scale,the paper confirms the pre-survey questionnaire.The item analysis,reliability analysis and validity analysis of 100 pre-survey questionnaire data are analyzed to establish the formal questionnaire.Finally,the paper analyzes 487 formal questionnaire data through statistical analysis software,including descriptive analysis,reliability and validity analysis,path analysis and hypothesis test.In the end,the paper identifies the causal relationship between the model factors of news consumption migration behavior in the newspaper channel and social media channel.The results show that the two channels show positive effects in terms of perceived ease of use and perceived usefulness,perceived enjoyment and perceived usefulness,perceived enjoyment and use intention.And there is no significant difference in the effects between different channels.In the perceived ease of use and use intention,social media channel shows a positive impact,but the newspaper channel shows no significant impact.In the perceived usefulness and use intention,the newspaper channel shows a positive impact,but social media channel shows no significant impact.By analyzing the path coefficient of social channels,we can see that perceived enjoyment plays a leading role in influencing consumers ' use intention.With perceived enjoyment,perceived ease of use as a conditional factor affect consumers' willingness to uses social media channel.These will affect the behavior of news consumption,which moves from traditional channels to new channels.In the newspaper channel,the influence of perceived enjoyment on the use intention is greater than the other path of influence.But from the consumer's use behavior,the main factor influencing the consumer's desire to use the newspaper channel is perceived usefulnessAccording to the research results of influencing factors of consumers' willingness to use the channel,combining with the current development of news consumption channels and the change rule of migration,this paper puts forward the following suggestions:(1)increase the channel interest and expand the scope of crowd attraction;(2)improve the quality of news content and do personalized push service;(3)continued to optimize the channel usability and reduce the difficulty of the use of channels.