农村居民公共文化云使用行为的研究

Study on Residents" Use Behavior of Public Cultural Cloud-Based Platforms in Rural Areas

摘要:

随着“数字乡村”的推进和公共数字文化的建设,公共文化云日益成为农村居民获取文化资讯的重要渠道。本文基于UTAUT模型,引入年龄、性别、教育背景三个控制变量,探索农村居民公共文化云使用行为的影响因素,分析发现：绩效期望、努力期望、社群影响显著正向影响农村居民公共文化云使用倾向；便利条件显著正向影响农村居民公共文化云使用行为；使用倾向在模型中起中介效应,在绩效期望与使用行为之间的效应占比最大,在努力期望、社群影响与使用行为之间的效应占比次之。在此基础上,提出了促进农村居民公共文化云使用行为的可操作性建议。

关键词:农村居民;公共文化云;UTAUT;潜变量

Abstract:

The public cultural cloud-based platforms are increasingly becoming an important channel for rural residents to access cultural information based on the promotion of "digital village" and the construction of public digital culture service. In this paper, three control variables of age, gender, and educational background were introduced to develop a UTAUT model with the aim of exploring the factors influencing the use behavior of public cultural cloud-based platforms by rural residents. The results of the study found that: the effects of performance expectancy, effort expectancy, and social influence are significantly positively influencing rural residents" behavior intention of public cultural cloud-based platforms. Secondly, facilitating conditions positively affects rural residents" use behavior of public cultural cloud-based platforms. Finally, behavioral intention to mediate in the model, with the largest effect shares between performance expectancy and use behavior, and a small effect shares between effort expectancy and use behavior, social influence and use behavior. This method suggests actionable recommendations to promote the use behavior of rural residents in public cultural cloud-based platforms.

Key words:rural residents; public cultural cloud-based platforms; UTAUT; latent variables