| At present,digital technology has been widely integrated into the production and dissemination of news products,and diversified emerging technologies have been used to create news works with rich content and novel forms,becoming a new way for media to attract and precipitate news audiences.Interactive news relies on interactive technology.When reading interactive news,users can control the rhythm of news content presentation through various senses,so as to achieve the purpose of obtaining news and information.H5 news,based on H5 technology,belongs to interactive news.H5 news works are embedded with text,data,charts,videos,animations and other elements,which have high saturation of information and thus have stronger readability.Interactivity is the essential characteristic of H5 news,which makes news information be presented in the interaction between the audience and information through simple presentation.So how to give full play to this technical feature,enhance the influence of news works,improve the news audience’s willingness to continue reading?In the digital environment,audiences have different degrees of acceptance of digital information and different ways of processing information.H5 news gathers various forms of content elements,so there are also differences in the audience’s expectation of news information processing ability.In the face of H5 news,are there differences in the audience’s experience of reading news and their willingness to continue reading with different information processing ability?Based on the above problems,this thesis discusses the influence mechanism of interactivity on H5 news audience’s reading intention.Based on information processing theory and from the perspective of interactivity,this study explores the psychological mechanism that affects H5 news audience’s reading intention,and adopts two studies to verify the hypothesis.The results show that there are differences in the flow experience of H5 news with different interactive intensity,that is,the stronger the interaction,the higher the flow experience and reading intention of the audience;The lower the interactivity,the lower the audience’s flow experience and reading intention.Among them,flow experience is the intermediary variable affecting interactivity and H5 news audience’s reading intention,and the information efficiency of audience plays a boundary role between interactivity,flow experience and reading intention of audience.Study 1 explored the influence of the interactivity of H5 news on the audience’s reading intention and the mediating effect of flow experience through situational experiment and questionnaire survey.The experimental stimulus used a financial H5 news.The results show that the more interactive the news is,the more willing the audience is to read the news.Interactivity does not directly affect the reading intention of the news audience,and flow experience plays an intermediary role between interactivity and the reading intention of the audience.In study 2,the influence of the interactivity of H5 news on the audience’s reading intention was explored by using the situational experiment method and questionnaire survey method,and the mediating role of flow experience and the moderating role of information efficiency were verified.Two H5 news stories with different interactive intensity were selected as the experimental stimuli.The results show that information efficiency plays a boundary role in the relationship between interactivity and H5 news reading intention.In the face of highly interactive H5 news,the higher the audience’s information efficiency is,the stronger their flow experience is and their willingness to read news is.However,when the audience with low information efficiency read H5 news with different levels of interaction,there was no significant difference in flow experience and reading intention.This study expands the research on the influencing factors of H5 news’ reading intention,supplements the research on flow experience in the field of journalism,and proposes the moderating effect of information efficiency on H5 news’ interactivity on audience’s reading intention.In the field of journalism practice,it provides reference for news media to create H5 news works and push news content according to users’information efficiency. |
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