He Caiyun, Hu Rong, Deng Xiaozhao
[Purpose/Significance]Refining traditional push-pull theory into a four-force game push-pull theory framework not only improves the application tension of the theory,but also provides strong support for the systematic analysis of factors affecting cross-screen behavior.[Method/Process]Based on the traditional push-pull theory,the two dimensions of driving force and braking force were integrated.And the four-force game push-pull theory framework of internal push,internal pull,external push and external pull were constructed.From the perspective of the "starting screen",and based on this framework,using mixed methods research,combined with in-depth interviews and related research results,the cross-screen behavior influence factors were systematically sorted out,through which a model was constructed,and the model was tested by using the partial least square method and WarpPLS 5.0.[Result/Conclusion]In the dimension of cross-screen behavior driving force,the user's cross-screen preference,user's physiological drive,and user perceived usefulness as an internal force,as well as emergencies and task complexity as an external force,have a positive correlation with the user's willingness to cross-screen behavior;In the dimension of braking force,user perceived high risk,user perceived high complexity and low user satisfaction as an internal force,as well as objective environmental constraints,high difficulty in equipment operation,and poor software portability as external force,have a negative correlation with the users' willingness to cross-screen behavior.