基于说服传播理论的微博用户转发意愿研究

发布时间：2019-01-15 22:50

【摘要】：近些年，社交媒体在互联网的环境下蓬勃发展，爆发出令人惊讶的能量。社交媒体上汇聚了海量的信息并伴随着强大的信息传播能力使得其已成为人们获取信息的重要渠道。微博作为新媒体时代的代表，已成为企业宣传自我、整合营销的最有利平台。而微博强大的信息传播能力主要是通过用户的转发行为而得以实现。尽管微博功能如此强大，仍无法掩盖其自身存在的一些问题，每天海量信息的产生中常常出现真正紧急有价值的消息内容得不到很好的传播。信息的传播由转发行为来完成，而关于微博转发行为的影响机理的研究并不充分，相关的实证研究则更加稀少。为了更清楚了解微博信息传播中的各种现象，我们从最关键的转发行为入手，探索用户为什么会转发以及微博转发中的各类影响因素。本文的研究从微博转发行为着手，以说服传播理论为框架，在信息传播等相关理论回顾的基础上，构建了本文研究转发意愿的理论模型，实证阶段采用问卷调研方式研究信息来源、信息内容和微博用户个人动机三个角度对微博用户转发意愿的影响。研究结论主要有以下几点：信息来源特征中来源吸引力即来源粉丝数会影响用户的转发意愿，用户更倾向于转发高粉丝数博主的微博。用户对博主的可信度评估也会影响用户的转发意愿，可信度表现在胜任和可信赖两个方面，相对于博主的胜任力，，博主的可信赖性更能够影响用户的转发行为。信息特征会对用户的转发意愿产生影响。信息特征对转发意愿影响作用由大到小排序依次是：微博的实用性、趣味性、已有转发次数。转发动机是触发转发行为的内在驱动力，其中自我认同、社会交往、休闲娱乐动机对转发意愿有显著的积极影响，影响作用由大到小依次是社会交往、自我认同、休闲娱乐。微博用户对微博媒介不同参与水平，也会影响动机与意愿之间的关系强度。参与水平越高时，休闲娱乐动机及社会交往动机与转发意愿之间的关系会增强。
[Abstract]:In recent years, social media has flourished in the internet, exploding surprising energy. Social media has become an important channel for people to obtain information because of its huge amount of information and its powerful ability to disseminate information. Weibo, as the representative of the new media era, has become the most favorable platform for enterprises to publicize themselves and integrate marketing. Weibo's powerful ability to spread information is mainly achieved through the user's forwarding behavior. Although Weibo's function is so powerful, he still can't cover up some problems in his own existence. Every day, in the generation of massive information, there is often a really urgent and valuable message content that can not be spread well. The transmission of information is accomplished by forwarding behavior, but the research on the influence mechanism of Weibo's forwarding behavior is not sufficient, and the relevant empirical research is more rare. In order to understand more clearly the phenomena in Weibo's information dissemination, we begin with the most critical forwarding behavior, and explore the reasons why users will forward and the various influencing factors in Weibo's retweeting. The research of this paper starts with Weibo's forwarding behavior, taking persuasion communication theory as the frame, and based on the review of relevant theories such as information dissemination, this paper constructs a theoretical model of forwarding intention in this paper. In the empirical stage, questionnaire survey was used to study the influence of information sources, information content and Weibo user's personal motivation on the user's forwarding intention. The main conclusions are as follows: in the feature of information source, the source attraction, that is, the number of fans from the source will affect the user's willingness to forward, and the user is more inclined to forward Weibo, who has a high number of followers. The reliability evaluation of the user to the blogger will also affect the user's forwarding intention. The credibility is shown in two aspects: competence and trustworthiness. Compared with the competence of the blogger, the credibility of the blogger can affect the forwarding behavior of the user. Information features will have an impact on the user's willingness to forward. The order of the influence of information features on forwarding will is Weibo's practicability, interest and times of forwarding. The turn-engine is the internal driving force to trigger the forwarding behavior, in which self-identification, social interaction, leisure and entertainment motivation have a significant positive impact on the forwarding intention, the influence from big to small is social interaction, self-identity, leisure and entertainment. Weibo user's different participation level to Weibo media will also affect the intensity of the relationship between motivation and will. The higher the level of participation, the stronger the relationship between recreation motivation, social communication motivation and forwarding intention.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.092

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