| With the rapid development of network technology and the prevalent application of the Internet, more and more users start using the network as the primary means of news acquisition. In order to occupy a larger market and attract more online readers, network companies in hesitantly improve means of online news broadcasting, which encompass the form of text , pictures and videos . In recent years, the prevailing mature stream media technology has enabled smoothly transmission of video news. At present, some problems gradually emerge at the development process of the new technology. Some online news companies abusively increase the proportion of video news in order to attract readers'attention. Mass communication researchers have acknowledged that the prosperity of the online news media, like traditional news media, need to explore real demand of readers in the following two aspects: one is the mere information content, the other is the process of browsing news online. Therefore, both content transmission effects and the affection caused by technology change should be considered while increasing the video news portion. Given the research about online news gratification and preferences are still in the initial stage, this paper applies the uses and gratifications theory in the field of mass media and technology acceptance model in the area of information technology as the fundamental theory, in combination with the emotional satisfaction and hedonic theories in e-commerce, additionally, the features of readers and news content are considered as two adjustable variables, this paper set a general model of network news preferences, then questionnaire with university students are used as data pool to validate different factor influencing the preference of online video news and text news, which is believed to be helpful for the news website managers for reference. |
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