基于VAM的手机新闻智能推荐使用意愿研究

目的建立手机新闻智能推荐的用户使用意愿模型,研究用户对手机新闻智能推荐的感知要素,获取手机新闻智能推荐中影响用户使用意愿的感知价值关联度。方法基于用户感知价值理论与用户深度访谈调研,结合手机新闻智能推荐的特征分析,确立手机新闻智能推荐的感知价值维度为情感价值、功能价值、社会价值、信任价值、情境价值;基于价值接受模型建立手机新闻智能推荐的用户使用意愿模型与量表;通过实证调研与统计分析对使用意愿模型进行验证。结论手机新闻智能推荐用户使用意愿模型与假设成立,感知价值正向显著影响用户使用意愿,且5个价值维度均正向作用于感知价值,关联度从大到小依次为:功能价值、情境价值、社会价值、情感价值和信任价值。

Mobile News Intelligent Recommendation Users' Using Intention based on VAM

The work aims to establish mobile news intelligent recommendation users'' using intention model, research the users'' perceptual factors of the mobile news intelligent recommendation, and obtain the perceived value correlation in the mobile news intelligent recommendation that affects the users'' using intention. Based on the perceived value theory and in-depth user interview, combined with the analysis on the features of mobile news intelligent recommendation, the perceived value dimensions of mobile news intelligent recommendation were established as emotional value, functional value, social value, trust value and situation value, and the users'' using intention model and scale of mobile news intelligent recommendation were established based on the value acceptance model (VAM). The using intention model was validated through empirical research and statistical analysis. The mobile news intelligent recommendation users'' using intention model and assumptions are verified that the perceived value has significantly positive effects on users'' using intention, and the five value dimensions are positively affecting the perceived value and the relevance shows from highest to lowest: functional value, situation value, social value, emotional value and trust value.