UM E-Theses Collection (澳門大學電子學位論文庫)
Title
A study of the Danmuka attraction factors :based on theory of the Weighted and Calculated Needs for New Media
English Abstract
This study mainly focuses on the need under the influence of which users would be attracted by the Danmuka video mode. Itadopted the Weighted and Calculated Needs for New Media (WCN) theory and the Uses and Gratifications (U & G) theory with application of in-depth interviews. On the basis of WCNtheory, one-to-one offline and online interviews with network video users were conducted by using qualitative methods. The results showed that the reason why the audiences were attracted was that the Danmuka video could meet them one of the most important needs. After users balanced all their needs, theybelieve this need was more important than others, so they would choose the Danmuka video to meet the most important need. In addition, we could conclude that if other types of new media want to gain market, the understanding of what the most important need is for audiences is firstly required and thus provision of special functions to meet the need comes second.
Issue Date
2017
Author
Wu, Wan Xin
Faculty
Faculty of Social Sciences
Department:
Department of Communication
Degree
M.A.
Subject
Internet videos
Mass media



Supervisor
吳玫
Library URL
b3690760
Files In This Item:
Full-text (Intranet only)
Location
1/F Zone C
Supervisor
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