Research On The Users’ Usage Factors Of Interactive Web Series

With the flourishing development of 5G mobile communication technology,high-tech video that improves the user experience from the spatial dimension is gradually recognized by the market.Interactive web series is an indispensable part of the layout of high-tech video multi-scene applications,and it is still a niche product in video content services,while users’ willingness to use it is one of the important factors affecting the market share of interactive web series.Therefore,from the perspective of interactive web series users,this study combines the technology acceptance model,and the characteristics of interactive web series to explore the influencing factors of interactive web series users’ willingness to use,so as to provide suggestions for the production and practice of interactive web series.Firstly,at the level of model construction,this study uses questionnaires and interviews to combine the technology acceptance model,acceptance aesthetics theory and the characteristics of interactive web series to construct a model of the factors influencing interactive web series users’ willingness to use,defining all the latent variables in the model and giving the corresponding operational definitions and measurement questions.Secondly,at the level of empirical research,this study examines the influence of perceived usefulness,perceived fun and perceived artistry on interactive web series users’ willingness to use,and whether there is a moderating effect of engagement between perceived usefulness,perceived fun,perceived artistry and willingness to use.AMOS and SPSS were used to test the model for fit and moderating effects of the parameters.The study found that the user group was mainly women aged 19-25 with a bachelor’s degree,Tencent,i Qiyi,Bilibili,Mango TV and Youku were the main viewing platforms for users,and the most common interactive web series topics watched by users were adventure and romance.The findings show that users’ intentions to use interactive dramas are influenced by the factors of perceived usefulness,perceived fun and perceived artistry;engagement moderates the relationship between perceived usefulness,perceived fun and intention to use interactive dramas.Finally,at the level of conclusion and reflection,the study found that perceived fun and engagement are key to influencing users’ willingness to use,perceived artistry is an important reason for influencing users’ willingness to use,the leisure and entertainment motive in perceived usefulness occupies the main position,and there are differences in users’ willingness to use between different aesthetic expectations.Therefore,this study draws inspirations: firstly,to enhance the fun element of gamification and strengthen the sense of novelty;secondly,to explore excellent scripts and focus on the drama of narrative texts;and thirdly,to strengthen the classification of work retrieval to meet different aesthetic expectations.