The Study On Chinese Audience Choice Behavior Between Traditional TV And Network Video

In recent years,with the popularization of computer, smart phone as well as the accelerate development of network technology, network video is rapidly integrated into the daily life of the Chinese masses, leading to the change of the traditional Chinese viewing behavior which based on traditional TV and threatening the traditional TV’s dominance. The changes in the media industrial structure have attracted more and more attention, so under the environment of the increasingly fierce competition of traditional TV and the network video, how to make traditional TV and network video to have a better survival and competition and how to prompt the media industry toward a more healthy development, is crossing the road of the China’s media industry structure upgrading.Mostly from the industry point view, previous literature focus on comparing advantages and disadvantages of the traditional TV and network video, expecting to provide some suggestions for the future development of the industry through the contrast analysis. In contrast, the paper based on empirical analysis, treats audience as the breakthrough point and explores the influencing factors of traditional television and network video industry development, expecting to provide the corresponding strategies and suggestions and according to the analysis.Firstly, the paper finds out the most important demographic characteristics and viewing environment that influence Chinese mass video terminal selection by building rand forest model; Secondly, the paper explore the specific demographic characteristic features of the traditional TV audience and network video audience by association rule algorithm; Thirdly, based on technology acceptance model and Unified Theory of Acceptance and Use of Technology, combined with the perceived risk theory and usage theory, the paper builds the partial least square structural equation model of Chinese audience choice behavior between traditional TV and network video and verifies it; fourth, the paper selects the most important demographic characteristics as moderator variables and explores the difference that Chinese audience perceptions influence on their choice behavior in the case of different demographic characteristics.The paper will provide corresponding reference for media industry about industry positioning based on the results of the demographic characteristics and viewing environment; and provide corresponding reference for the improvement of media industry service based on the results of the audience perception factors; and support corresponding suggestion for the improvement of media industry service in case of market segmentation based on the results of group analysis.