Research On The Audience's Information Behavior Of News In The Environment Of Integrated Media

In the fast development period of integrated media,media convergence enters into the stage of market convergence.In this period,the exploration of the disciplinarian about audience's information behavior becomes a main focus of Communication research and mediapractice.This research takes “News Information Behavior” in the environment of integrated media as a breakthrough point.Communication information behavior patterns is constructed which is based on the theory of T.D.Wilson's information behavior theory,and also takes advantage of the information theory from Japan,the media dependency theory,consumer behavior theory and the theory of innovation diffusion.Through the interdisciplinary theory links,it makes a beneficial exploration to the innovation of audience theory.Based on a large number of literature studies,this research takes in-depth interview and questionnaire survey as the main research methods.This is a combination way of qualitative research and quantitative research.By the data analysis of statistics software SPSS12.0,the characteristics of the audience's information behavior of news in the environment of integrated media are summarized and the similarities and differences between different news audience types are compared.By the refining and conclusion of the information of in-depth interview,the main influencing factors of the audience's news information behavior are summed up and the communication news information behavior model is established.Using the structural equation technology and through the analysis of AMOS12.0 software,the relationship between the variables which affect the behavior of mobile phone news adoption are exploredand alsothe adoption behavior model of mobile news is established.The main research conclusions of this article are stated as follow: A.The characteristics of the audience's information behavior of news in the environment of integrated media are listed as follows: 1.In terms of the entrance of news,various news channels are supported,and personalized media use menus have been established.The comprehensive portal websites and search engines as the traditional news entrance are still ahead.Mobile phone news has become a main way to obtain news.In the comparison of news service on different interfaces,mobile phone news is used more frequently than computer news.News information behavior and social information behavior is highly integrated in the integrated media environment.Mobile social apps and social websites have become important news entrance.2.In terms of the relationship of the selection of news media and the audience's demographics,the audience's selection of news media in the environment of integrated media environment has a significant correlation with age,occupation and education level,but is no longer relevant with gender.Income will affect the audience's preference between new media and traditional media,but for the new media type users,the impact of income has disappeared.3.In terms of information demand,the first and most important news demand of audience is "to access information for life".Most audience's news demand is moderateand light.4.In terms of news acquisition time,it is not entirely fragmented.The power of the traditional reading habits and lifestyle are still significantly influencing audience's news reading.Thereforethe peak hours of news acquisition still exist.5.In terms of the form of news,audiences with different media use habits have different preference.But the traditional TV news still occupys a place,and the image news is generally favored.Different media should explore the optimal combination of pure text,text links,pictures,video and other various forms.The future TV news needs to take the boutique route.Image news should focus on the applications of digital technology.6.In terms of the way of news access,convergence news information behavior has become a new trend.The multi-situation of news reading is the important embodiment of the integration between news information behavior and other information behavior.B.The audience's news information acquisition has formed some certain combination media use habits.Six typical types have been found,including traditional media type,new media type,transitional media type,mobile media type,non-mobile media type and mixed new media type.There are both similarities and differences for the demand,content,time and frequency of different media types.C.The eight influence factors influencing the information behavior of news in the environment of integrated media are Information Availability,Quality content,Interface Interaction,Interpersonal Influence,the Use Situation,Consumption Factors,Psychological Factors and Population Characteristics.D.The factors directly affecting the adoption of mobile phone news are: Perceived Usefulness,Perceived Situation,Perceived Price,News Dependence and Science and Technology Innovation.The population characteristics,Mobile Phone Dependence and Subjective Norm do not affect the adoption of mobile phone news.Perceived Convergence and Interactivity affects Perceived Entertainment,Perceived Ease of Use significantly.Through affecting Perceived Usefulness directly,the following three elements which contain Perceived Entertainment,Perceived Ease of Use and Perceived News Quality affect the adoption of mobile news indirectly.