Research On Influencing Factors Of Radio Audience Acceptance Behavior In Himalaya

In an era dominated by traditional media,radio stations are absolutely capable of competing with newspapers and television.With the update of mobile Internet technology and the popularization of smart phones,radio stations have made new progress in the era of media convergence in line with the policy background of "Internet plus",and network radio stations have grown rapidly with their advantages.Represented by "Qingting FM","Ximalaya book-listening FM","Kaola FM" and "Douban FM",network radio stations have completely changed the traditional mode of one-way broadcasting.The number of mobile network radio users has increased markedly in recent years due to its advantages of being able to adapt to various scenarios and to satisfy people's needs of utilizing fragmentation time.User experience and user loyalty are the focus of the development of network broadcast.Therefore,this paper will analyze the characteristics and influencing factors of the usage behavior of the research object,i.e.that of the network broadcast users,so as to predict the development direction of network broadcast radio,understand the actual needs of Internet broadcast users,improve user experience,and enhance user loyalty.Finally,a strategy to develop broadcast media in new media environment is proposed.Based on the integrated technology acceptance model of UTAUT and the sorting and reference of literature,this study introduced two new influencing factors: "entertainment demand" and "social requirement",and constructed a research model of influencing factors of user acceptance of Ximalaya book-listening FM.By way of questionnaire survey method,the data collected from the online questionnaire were analyzed.It is found that,firstly,the traditional radio still occupies an absolute position in the audience at the present time,and the young and middle-aged people in economically developed areas still maintain a very stable radio listening frequency and habit.The second discovery is that,comparing with other network radio stations,Ximalaya book-listening FM owns the highest user coverage and the maximum users.On this basis,the author verified the validity and credibility of the questionnaire,analyzed the correlation among multiple variables,and used structural equation model to conduct path analysis,verified the 12 hypotheses proposed in this paper,and further analyzed the causal relationship between miscellaneous variables and items,so as to verify and modify the model.The result shows that users' willingness to use mobile network radio stations is significantly affected by performance expectancy,convenience and social influence.Users' usage behavior of mobile network broadcast is dramatically and positively affected by three variables: usage intention,entertainment demand and social requirement.However,effort expectancy does not have prominent effects on users' usage willingness.It is shown that,to some extent,the media literacy education of current users has been improved,and that users pay much attention to the quality and content of audio when using Ximalaya book-listening FM.As for users' personal information,the only factor that has an impact on the usage behavior is age,which reminds the radio operators to lay emphasis on the needs of users of different ages and strengthen personalized service.