Analysis On The Influencing Factors Of The Use And Propagation Of H5 Users By People's Daily

In the context of the new media era,People's Daily has taken accelerating the integration and development of traditional media and emerging media as an important strategic task,and carried out deeper media integration and development.From January1,1997,People's Daily published The online version of People's Daily started,and the transformation of People's Daily went through the stage of networked newspapers,the stage of integration of newspapers and networks,the stage of expanding new media to today's all-media era-the stage of deep integration of "central kitchen" Today,a complete converged media matrix has been constructed.A number of popular media works that people like to see and hear have been launched one after another.Among them,H5 works have attracted much attention,and H5 produced by People's Daily won the media fusion award of the first China News Awards.Although "People's Daily" has achieved periodic results,there is still room for development.Based on the theory of rational behavior(TRA),this article adds three variables: individual characteristics,information characteristics,and brand attitudes based on two variables: behavioral attitude and subjective norms.Using empirical research methods,six variables were extracted and operationally defined.Taking the H5 works of People's Daily from 2018 to 2020 as an example,the questionnaire survey was used to study the influencing factors of user use and communication behavior.The analysis results of the questionnaire data show that behavioral attitudes can significantly positively affect users' willingness to use,subjective norms,individual characteristics,information characteristics,and brand attitudes can significantly positively affect users' willingness to use and disseminate,and users' willingness to use and disseminate Significantly positively affects user behavior and communication behavior.According to the conclusions,I finally put forward suggestions on how to further develop the People's Daily H5: enrich the theme content and form;strengthen user relationships and achieve chain communication;adhere to the brand,enhance credibility and professionalism;pass mainstream values,Produce universal content.