Empirical Study On User Behavioral Intentions In Network Video Services

In recent years, with advances in network technology and streaming mediatechnology, the network video services industry is able to generate and rapid development.The nature of the network video service is user-centric services, and meet the needs ofusers is the most fundamental of any kind of information services, and user demand hasbeen reflected in there various behavior rules when they use information services. Innetwork video services, the user is a video service content consumer, and the user is avideo content creator, provider and up loader, and also the user is the main disseminator ofvideo service content; and the users of these roles is reflected in its three major behaviors:user content usage behavior, user content generation behavior and user contentdissemination behavior. Explore the rule and influential model of user behavior in thenetwork video services, can provide theoretical guidance and tools to model support to thevideo services provider in the development of user service mode and the strategy.First, this article explores the content delivery network architecture of the videoservices, and builds the paradigms of the enterprises collaboration services in videoservices, which laid the foundation for further study about the user behaviors in videoservices. This article presents a network distributed architecture based on CDN and P2Pintegration platform for online video services, can be used in network video contentservices. From the perspective of service business operations, the article builds two typesof the structure paradigms about between the enterprise collaboration video services mode:the single-core centralized and longitudinal enterprise collaboration service model and themulti-core network enterprise collaboration video service mode. On the basis of analysisof the characteristics of the network video services and the video user, this article builds aresearch framework model of user behavioral intentions in network video service.The usage content behavior of video users is a primary concern problem of the videoservice providers, and it is the foundation of video services exists. Through to browse anduse video content, the user’s video information demands could be met. This articleexamines the effects from website quality, information quality and service quality to thecontent usage behavioral intention of video users, and service quality includes reliability,responsiveness, assurance and empathy. The research results show that the site quality andthe information quality have significant effect on the user’s satisfaction in video contentusage, thereby significantly affect the content usage behavior intention of video users. Theresults show that reliability, responsiveness and assurance can be combined in to one factor named as service level, the service level significantly affect the video usersatisfaction, and then affect the content usage behavior of online video users.The content generated behavior of the video users, which can bring a lot of videocontent resources to the video services, and based on the user generated content mode, theoperation efficiency of the video services will be improved. This article based technologyacceptance model theory, to construct and empirical test the content generation and uploadbehavioral intention model of network video users. The results show that the perceivedplayfulness, perceived usefulness, perceived encouragement, altruism and social identityhave significant effect on the content generation and upload behavioral intention of videousers, and one of the technology acceptance model dimensions, perceived ease of use roleis not significant.The content of network video users will largely well-known for the promotion anddissemination of the video website and its services, user word-of-mouth advertisingcommunication rapidly and can achieve significant results, this behavior can greatlypromote information and knowledge that contains in video content diffusion and exchange,and conducive to the progress of society and civilization. The article examines the effectsfrom some factors to the content dissemination behavioral intention of video users, thefactors include service platform assistance, concern for others, help the company, socialbenefits, video quality, and positive self-improvement. The research results show that theservices platform support, concern for others, social benefits, video quality, and positiveself-improvement have a significant effect on the content dissemination behavioralintention of video users, where the impact of positive self-improvement as the mostsignificant.