A Study On The College Students’ Acceptance Intention Of Infotainment In The Era Of New Media

German ideologist Schiller once said: “Only when a person is a complete person,then he plays,and when a person plays,then he is a perfect man.” Entertainment is a pursuit of human instinct.With the comprehensive update and development of the information society,people are exposed to more and more fragmented entertainment information in the era of new media,in order to meet and support their suppressed spiritual needs and mind sustenance under the crisis of modernity.In the context of new media era,news has also become a vehicle for people to get entertainment pleasure,thus promoting the trend of infotainment more and more intense.As people ’s reliance on infotainment becomes increasingly deeper,its social utility issues have gradually attracted attention.Especially for young people,can they get benefits such as "edutainment" through infotainment? This question is worth exploring.This study wants to further explore the communicative effect of infotainment among the young group in the new media era.Therefore,it is planned to cut in from the perspective of audience acceptance,and take college students as research objects,and by referring to previous research results in the field of news reception and basing on the theory of planned behavior and technology acceptance model,then combined with in-depth interviews with some college students,nine key variables in the college students’ news entertainment acceptance intention model are synthesized and obtained,which are perceived entertainment,perceived trust,perceived usefulness,perceived ease of use,perceived interaction,behavioral attitude,subjective norms,perceived behavioral control and behavioral intentions.Based on the previous research,this paper proposes the research hypothesis between the variables in two parts,the first is to examine all the five variables,perceived entertainment,perceived trust,perceived usefulness,perceived ease of use and perceived interaction,have positive impact on college students’ behavioral attitude;then the study examine the impact of college students’ behavioral attitude,subjective norms and perceived behavioral control on their behavioral intentions,and assume that these three variables will positively affect the behavioral intentions of university students,thus constructing the college students’ infotainment acceptance intention model.After collecting valid data through designing and distributing questionnaires,this study used SPSS to perform descriptive statistical analysis,reliability test,validity test,correlation analysis and regression analysis,and reached the following conclusions:Firstly,perceived entertainment,perceived trust,perceived usefulness,and perceived interaction all positively affect college students’ behavioral attitude.Among them,perceived entertainment and perceived interaction have a greater impact,which also conforms to people’s pursuit of entertainment needs and interactive needs in the new media era.Secondly,perceived ease of use shows no effect on college students’ behavioral attitude.The reason considered in this article is mainly the particularity of the college students’ group.Their growth is inseparable from the development of new media.As a representative group of people who are easy to accept new things and technologies,they already accustomed to the performance of today’s infotainment,so ease of use will not have a decisive function.Thirdly,college students’ behavioral attitudes,subjective norms,and perceived behavioral control all have a significant impact on their behavioral intentions,while the impact index of subjective norms is the highest among them,indicating that important others plays a vital role in college students’ acceptance of infotainment.Based on interviews and empirical research results,this study finds that infotainment does help college students to meet their spiritual needs of entertainment,obtain fresh current affairs information,and improve interaction with others.For the question how news media can use entertainment in order to gain a better communication effect with the younger groups represented by college students,this article believes that grasping the appropriate entertainment standards and increasing the guidance of relevant opinion leaders are the keys to better playing the role of infotainment as "educational and entertaining." At present,promoting the authoritativeness of the news media and the public’s trust in news are urgent.In addition,the self-control consciousness of college students will play a certain part in regulating the infotainment.Therefore,the news media should also carry out appropriate information publicity on the pros and cons of entertainment in order to promote college students to have a correct and rational understanding of it.