Research On The Influencing Factors Of Users' Willingness On Information Interaction And Information Interaction Mode In The New Media Environment

Under the background of the "Internet Plus" strategy and the whole industry's informatization,the timing for combining new media with the industry has gradually matured.As a new form of communication based on the Internet,the new media has unparalleled advantages over traditional media.One of its basic characteristics is its strong interactivity.The use of new media information platforms to interact with users has become a new channel for many companies or organizations to understand user needs and to obtain patterns of consumer behavior.This approach brings new opportunities and challenges for enterprises and organizations,and it also brings many problems to the research of user information dissemination,management,mining,and analysis.Therefore,it is necessary to enrich the research level of new media and construct its theoretical system from different perspectives.To effectively serve consumers and explore consumer demand,it is very significant for the enterprises to study what factors affect the user's willingness to interact in the process of information interaction on the new media platform.In order to optimize information interaction experience on the platform,enhance user stickiness,and improve core competitiveness,It is of vital importance to study which kinds of information interaction modes the new media platform can use to enhance the willingness of consumers to interact with information.Based on the theory of information ecology,this paper takes the automotive new media platform as the research object,and uses literature research,empirical research and case analysis methods to study the willingness and pattern of consumer information interaction on the new media platform.Meanwhile,suggestions to enhance consumers' willingness on information interaction on the new media platform are proposed.This paper is divided into six chapters.The first chapter is the introduction,which mainly introduces the research background and significance of the research,the current situation of research at home and abroad,the research content,research methods and innovations.The second chapter is the collation and introduction of related theories.This chapter elaborates related concepts such as information ecology theory,new media,and information interaction,and sorts out the relationship between information ecology,new media,and information interaction in industry platforms,leading to the research issues in the following chapters.The third chapter focuses on the ecological factors in the information ecology theory,analyzes the influencing factors of consumers' willingness on information interaction in the industry platform under the new media environment,and examines the model and hypotheses through questionnaires and structural equation modeling.The results show that social entertainment and information perception costs have positive and negative effects on perceived value respectively;and that perceived value and usefulness of information have a positive impact on the willingness to interact,while perceived ease of use,perceived value and perceived risk has a negative effect on the willingness to interact.Based on the above results,the fourth chapter combines the information ecological chain theory,proposes three different information interaction modes under the new media environment from the perspective of information people,information technology and information environment,and combines the cases of Autohome Inc.to analyze the difference and connection of the three modes in practical applications.The fifth chapter is the countermeasures and suggestions.Based on the above analysis results,it proposes measures and recommendations for improving the information interaction capabilities of the new media platform,comprehensively applying and optimizing various information interaction modes,and improving the users' information literacy and willingness on information interaction.The sixth chapter is a summary and outlook.This chapter puts forward the research conclusions,analyzes the deficiencies in the research,and looks into the direction of future research.At the theoretical level,this paper takes the new media as the starting point and uses the information ecological factors and information ecological chain as the theoretical basis to study the influencing factors of consumer information interaction and information interaction modes under the new media environment.It is the cross integration of the new media industry with other industries,which is of great significance for building a multi-layered new media theory system,and also broadens the application field of information ecology theory.At the application level,this study combines the user perception value acceptance model and the information ecological factor to derive the factors that affect the user's willingness on information interaction.This conclusion can help the new media information service platform to improve its user information interaction function and experience.Meanwhile,it will also play a role in guiding the healthy and sustainable development of the new media platform.