A Study On The Influencing Factors Of Users' Use Behavior In News Search Clients

In the smart media era,the communication layout of China's Tibetan region has been dramatically changed.Dominating among Tibetan media,Tibet Daily is expected to carefully perform the mission and duties entrusted by the party so as to strengthen its role in spreading public opinions.In 2012,Tibet Daily founded Tibet Media Group Col.,Ltd.through a large-scale fund-raising.The year 2012 happened to be a year witnessing rapid development of the media technology,during which Tibet Media made great strikes.Over the past years of development,Tibet Media has built a complete media integration cloud service platform to facilitate provision of services for the masses.On the basis,the client end of “A Quick Search of Tibet” is set up.So far,the number of users of “A Quick Search of Tibet” client end has reached around 30,000 a day.There is no doubt that “A Quick Search of Tibet” client end has become a Tibetan information platform in the real sense,whose influence is still enhancing.Then,what is the development status of the client end? Do users rely on the client end? What factors have influenced users use of the client end? How should improvements be made to allow the client end to satiate more user demands? This research is performed revolving around the above questions.Ending from user behaviors,based on UTAUT model,and combining media richness theory,perceived risks and perceived fun,the user behavior model is built.Factors influencing users' use of the news client end of “A Quick Search of Tibet” are analyzed.By making reference to research findings and survey scales of previous scholars and combining the practical situations,the author designs a questionnaire targeted at user behaviors of “A Quick Search of Tibet” client end.The questionnaires are launched on online professional questionnaire survey platforms.Data obtained through the survey are collected and analyzed using scientific data analysis approaches at an attempt to explore whether the model built in this paper is scientifically viable.Analysis suggests:(1)factors,such as expectation of efforts,promotion conditions and perceived fun have a significantly positive influence on user behaviors;(2)perceived risk has a significantly negative influence on these user behaviors;and(3)no significant influence is observed between performance expectation and user behaviors.In this research,the greatest originality is the author's expansion of the public's understanding of factors influencing user behaviors in “A Quick Search of Tibet” client end.This can provide not only an important approach and measure to redefine innovation of promotion channels and content of the Tibet party media news client end in the smart media era,but also theoretical support and empirical data to enrich user research.Meanwhile,this research has put forward feasible suggestions for better development of the news client end of “A Quick Search of Tibet”.It is hoped that this research can also provide beneficial references for future development of the party media news client ends in other Tibet regions.