Research On Influence Factors Of Young Audience Groups On The Willingness To Use AI Syndication Video

AI synthetic anchor is an innovative application of artificial intelligence technology in the news media industry,which can show the news broadcast effect that is basically the same as that of live anchors,and the controversial nature of artificial intelligence technology makes the audience's attitude towards the use of AI synthetic anchor video become this article.The main content of the analysis.This article takes the young audience as the research object,adopts the questionnaire survey method and the expert interview method to study the influencing factors of the young audience group's willingness to use AI synthesis anchors.This research takes the theoretical diffusion of innovation diffusion,integrated technology acceptance and use models and perceived risk as the theoretical guidance.It attempts to build a model of factors that affect the willingness of young audiences to use AI-synthesized anchor video,and compares relative advantages,compatibility,observability,Social impact,perceived risk,hedonic motivation,and individual innovation are the seven influencing factors to conduct empirical research.This study received 458 valid questionnaires,used SPSS 26.0 statistical software to perform descriptive statistical analysis,reliability and validity test and related analysis on the recovered data,and tested the hypothesis through multiple linear regression analysis and intermediary effect analysis to obtain the final young audience.A model of factors influencing the group's willingness to use AI synthetic anchor video.Combined with the interview content of 6 academic experts,the research conclusion shows that: young audiences have low knowledge and recognition of AI synthesis anchors,and their willingness to use is not obvious.Among all the impact factors,observability and hedonic motivation have a greater positive influence,Perceived risk has no effect on willingness to use and behavior.Finally,based on the consideration of the above research results,I put forward suggestions on the promotion and application of AI synthesis anchors.First of all,we must pay attention to human-computer collaboration and eliminate the technical bias of the audience;second,customize the production to meet the individual needs of the audience;finally,we should enhance the application The scene promotes the audience to form the habit of using AI synthetic anchors.