| With the improvement of the modern social's informationization degree,"information" itself has already become an important consumer goods.In recent years,a new information consumption behavior----a consumption behavior on information content apprear because of the development of information consumption in we-media.Today,information explosion happened and the good and bad information are intermingled on the internet.It is hard for people to identifide the high-quality information and this kind of new information consumption behavior can not only help people find high-quality information but also encourage information content producers and disseminator manufacture and disseminate high-quality information.Recently,information content consumption behavior becomes more and more familiar with people on the internet and the media platforms which has consumption function also developed rapidly.All these things markes the era of information content consumption comes.In the end,the information content consumption behavior produced a new kind of Internet profit model promoting the vigorous development on the Internet business model of the knowledge economy.At present,the research on information consumption behavior does not form a system no matter in home and abroad.A large number of literatures limited to explore information consumption like some special information consumption behavior,such as the exceptional behavior.These just regarded as an emerging network behavior not a consumption bahavior and from the economic perspective,such as marketing,fans rather than a consumption behavior on infomation content.Therefore,the research object of this study is the consumption behavior on information content of media users.It aims to explore affective factors of tthe consumption behavior on information content of media users.In other word,explore what factors will motivate the media users to do consumption behavior on information content.This paper will do a research on consumption behavior on information content of media users from the perspective of consumer and provides suggestions on the information platform and information content writer.Eventually to get the corresponding revelationon the knowledge economy development.This thesis mainly have seven parts:The first chapter is the introduction section.This part expounds the background of consumption behavior on information content of media users,and expounds the research purpose,significance of the research,research content and the technical route and the innovation points of this thesis.The second chapter is literature review part.Through reading and analysising related literature at home and abroad on or around consumption behavior on information content of media users.First of all,it generalizes the concept and development of the media.And then classify the media on the basis of summarizing the predecessors to the media classification.And then make the related literature review on information consumption.orgnizate on the current situation of information content consumption through consumption reports and news on information content.At last,summarise the content of consumer behavior and the existing several kinds of information cotnent consumption behaviors.The third chapter is about building model.Through the system analysis of a large number of literature at home and abroad such as Technology Acceptance Model(TAM),user Value Acceptance Model(VAM),the theory of rational behavior,and the theory of diffusion of innovation.And then introduce perceived information quality and perceived risk variables.Finally establish influence factors model on information content consumption intention and put forward the research hypothesis.The fourth chapter is the research design part.This part briefly introduces the design steps of the questionnaire,expounds the reference sources of variable item,and introduce the sample collection and questionnaire which will be used in the analysis of statistical method.The fifth chapter is the validation model namely the data analysis process and the result analysis part.First,descriptive statistics analysis was carried out on the recovery of the data;And use SmartPls software data validity,reliability analysis,the final test of structure model.The sixth chapter is the analysis of the data and the discussion on the data.According to the present development of information consumption and some phenomena and also the final model validation analyze and explain the results.The last chapter is the conclusion part.Firstly,do a summary of the research conclusion.Secondly,according to the research conclusion derived inspiration,not only to provide information from the media content consumption platform,but also to provide some advice to the information content writer.Finally pointed out the weakness of this study because of the subjective and objective conditions and gives some ideas for the future research.Through theoretical and empirical analysis,this paper get the following conclusions:(1)This study from specific to general,regarded the information content consumption behavior as a general condition for inquiry.After the literature review and summarize the conclusion:the information content consumption behavior on the we-Media can be divided into the following four,respectively subscription type consumption,membership type,exceptional consumption,product consumption.(2)This study put to the user as a consumer from the perspective of consumers build a media information content consumption influencing factors model.(3)through the SmartPls statistical analysis software to analyze data and hypothesis test,the conclusion:subjective norms,individual innovation consciousness,perceived usefulness,perceived ease of use,perceived price and perceived value,the quality of the sensory information path through inspection,information content of the media consumption will have an impact;Inspection didn't pass the perceived risk path to the media information content can not influence the willingness to spend. |
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