摘要
随着我国网民规模不断扩大,短视频逐渐演化为网民生活中重要的娱乐休闲方式。因此,文章将抖音用户作为研究对象,以信息系统持续使用模型以及“感知-情感-意向”模型作为基础模型,采用文献分析法、问卷调查法及个案研究法,研究抖音用户对算法推荐的感知情况,并探讨算法推荐感知对其平台持续使用的影响路径。研究结果显示,不同学历的用户对抖音算法推荐原理具有不同程度的认识;收益感知、隐私感知及满意度都对用户的持续使用意愿产生直接影响;在自变量对持续使用意愿的影响过程中,满意度具有中介效应。根据研究结果,文章从抖音、用户与政府三个角度,针对促进个人与社会、个人与科技良性发展提出对策建议。
With the growing number of China s Internet users,short videos have become a prevalent form of entertainment and leisure.This study focuses on TikTok(known as Douyin in China)users,adopting the Information Systems Continuance Model and the Perception-Emotion-Intention framework as theoretical underpinnings.Employing literature review,questionnaires,and case study methodologies,this research explores how users perceive TikTok s algorithmic recommendations and delineates the pathways through which these perceptions influence their ongoing engagement with the platform.The findings indicate that educational level significantly influences users understanding of the algorithm s principles.Perceived benefits,privacy concerns,and satisfaction were identified as direct determinants of users intentions to continue using the platform.Notably,satisfaction mediates the relationship between these determinants and the intention to persist with the platform.The study concludes with strategic suggestions aimed at promoting the harmonious development of individuals,society,and technology,from the viewpoints of the TikTok platform,its users,and regulatory authorities.
作者
吴彬
张召璇
WU Bin;ZHANG Zhaoxuan(School of Law,Hangzhou Dianzi University,Hangzhou Zhejiang 310018,China;School of Sociology,Shanghai University,Shanghai 200444,China)
基金
国家社会科学基金重大项目(21ZDA031)
浙江省高等教育学会高等教育研究课题(KT2023387)。
关键词
抖音
短视频
算法推荐
持续使用意愿
TikTok(Douyin)
short video
algorithmic recommendations
user retention
作者简介
吴彬(1986-),男,浙江丽水人,博士,副教授,传播社会学、数字社会学.
