A Study On The Relationship Between H5 News Users’ Interactive Perception And Their Intention To Use Continuously

With the advent of the era of mobile communication,news media have tried to open up new ways of mobile news production and explore various forms of integrated reporting.Among them,H5 news products based on HTML5 web technology are favored by media and news users for their strong interactivity and media tolerance,and high-quality H5 news products with various themes and forms emerge in an endless stream.H5 news integrates VR,AR and other advanced technologies,presenting the characteristics of visualization,interaction,immersion and so on,which greatly improves the user’s sense of participation,enthusiasm and initiative.Therefore,in order to further exert the advantages of H5 news and deepen the innovation and reform of mobile terminal integrated news production,it is necessary to pay attention to the communication effect of H5 news,especially the attitude and behavioral intention of news users.As a typical representative of interactive news on mobile terminals,does the interactive performance of H5 news contribute to the improvement of communication effect? How does the interactive experience experienced by H5 news users affect their attitudes and behaviors? This is not only the answer that news producers want to know,but also crucial for the future development of integrated news production.After summarizing the previous research results and theoretical context,this paper takes S-O-R theory as the model,combines the theory of perceived interaction,user satisfaction and continuous use intention,as well as the characteristics of H5 news and communication scenarios to build a research model of the relationship between H5 news users’ interactive perception and continuous use intention.Among them,the six dimensions of perceived interaction(user control,two-way communication,synchronization,connection,fun,personalized)are the stimulus variable(S),satisfaction is the organism variable(O),and willingness to continue using is the response variable(R).Then,H5 news users are taken as objects,and the sample database of Credamo digital platform is used as sampling frame to carry out online questionnaire survey.Based on empirical data analysis and testing of research models and hypotheses,it is concluded that H5 news users’ perception of interactivity has a positive impact on their satisfaction,which in turn has a positive impact on their willingness to continue using.Specifically,user control,two-way communication,synchronization,connectedness,fun and individuation in perceived interactivity have significant positive effects on user satisfaction and willingness to continue using,and satisfaction plays a significant mediating role between perceived interactivity and willingness to continue using.This discovery opens up a path for the application of perceptual interaction theory in the field of news communication,and provides practical reference for news producers.Finally,according to the research results and observations,this study proposes feasible measures to improve the effect of H5 news communication,summarizes the limitations of this study and prospects for future research.