A study on audience behavior in the Internet

Abstract

Reports the results of a study to investigate the possible factors why Internet users accept Internet radio. A revised technology acceptance model is proposed to explain why the Internet users accept Internet radio and how user`s acceptance is affected by its features, in particular the Webcast characteristics that include extended function, multi-content, listening autonomy, real-time feedback, and listening convenience. The empirical results from the model significantly explained the behaviour and environment of the usage of Internet radio. Original article in Chinese. (Author abstract - amended)