钱洁;潘洪涛;

• 1:安徽财经大学
• 2:上海财经大学
• 3:上海东方传媒集团有限公司
• 4:复旦大学

摘要(Abstract)：

以媒体使用与满足理论和信息加工理论为研究基础,采集网络中的客观数据,通过内容分析法量化数据,利用多元线性回归和阶层回归验证理论模型。研究发现:音视频类用户生成内容的内部特征正向影响消费者对内容的使用和满足;音视频类用户生成内容的创作者声誉外部特征正向影响消费者对内容的使用与满足,而内容的推荐性未对消费者选择产生作用;音视频内容的使用与满足则直接影响消费者品牌态度的形成;内容的使用与满足在音视频类用户生成内容与消费者品牌态度之间起中介作用。

关键词(KeyWords)： 音视频;用户生成内容;使用与满足;品牌态度

Abstract:

Keywords:

基金项目(Foundation): 安徽高校省级自然科学研究项目“文化产品的‘崇拜性消费’研究——基于粉丝消费行为的视角”(KJ2012Z006);; 上海财经大学研究生创新基金项目“消费者困境与品牌态度决策:基于网络推手信息和品牌奇观的研究”(CXJJ—2011—321);; 安徽财经大学科研项目“基于创意产品的消费者体验价值的形成机制研究——以音乐产业产品为例”(ACKYQ1153ZC)

作者(Authors): 钱洁;潘洪涛;

DOI: 10.19337/j.cnki.34-1093/f.2012.03.014

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