The Network Television Viewing Behavior And Impact Study On Female College Students In TV2.0Age

With the development of science and information technology, the fusion between traditional media and new media become a reality, the emergence of network television is one of the typical representatives. Network television as the combination of the Internet and television, is a new mode of transmission, it not only satisfies the audience’ diverse,professional and personalized needs, but also bringa TV consumer revolution. Female college students is an important part of university students groups, they are also important members of the network television audience, in this paper, we definingfemale college students audience as the research object, using the questionnaire survey method, literature research, to explore the key factors of female college students network television adoption,and the influence they get from the network TV.This research according to the theory of technology acceptance model,itjoins two independent variables such as the demand situation and the perceptional risk, college students’healthy lifestyle as the influencing factors were also introduced, to explore whether it exists an relation among the factors affect female college students’Internet TV adoption, female college students’way of life and its respective network TV using behavior.It found thatperceived usefulness has a significant impact on network television; perceived ease of use, perception of entertainment, and the demand situation have a significant impact in the use of intention,perceived ease of use is in a upper degree; Healthy lifestyle as external variables have a direct impact on the use behavior.The innovation of this study is mainly reflected in:(1) It put forwards the characteristics of Female college students’network television using behavior:Firstly, the female college students experience personalized communication contents; Secondly, there is an contents difference between different major and grade; Thirdly, female college students network television using behavior is related to their way of life.(2) This research through quantitative analysis provided the scientific basis according to the research results provide Internet TV operator some suggestions:Firstly, improve the network TV’s perceived ease of use, which is conveniently for the users to operate;Secondly, improve the audience’s perceived usefulness; Thirdly, meet the different demand among female college students and improve their service quality; Last but not least, satisfy the female college students demand to improve the user viscosity.(3) Through the study of female college students network television using behavior and lifestyle, we found that lifestyle associated with Internet TV using behavior, and there is a difference in using time and using times between different grade and major, its way of life also showed significant difference. This paper puts forward two Suggestions:Firstly, the school should strengthen the media literacy education; Secondly, the school could strengthen the moral education and cultivate correct values through the film and television works.This study adopts quantitative research to explore the factors that affect the female college students using behavior, to analysise the relationship between the network television using behavior and the lifestyle,, it also puts forward relevant Suggestions. In addition, this study starts from the perspective of communication studies, with the help of the concept of risk perception in consumer’s behaviour psychology, introduce college students healthy way of life scale, to provide new perspectives for research network TV audience.