微信公众平台用户内容分享行为影响因素研究

发布时间：2018-06-03 02:05

本文选题：微信 + 公众平台　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：随着移动互联网的快速兴起,微信已经成为了几乎每一个智能手机用户都在使用一种社交工具,由于腾讯公司提供了一个点对点进行信息传播的平台,也就是微信的公众平台,因此越来越多的企业和品牌选择在微信建立自己的公众平台来作为网络营销的重要工具。企业推广自己的公众平台主要依靠向关注者推送链接,但是如何增加关注者,是企业最关心的问题。通过阅读推送消息的微信用户向自己的社交范围分享是一个非常高效且重要的途径,因此探究微信用户在分享公众平台推送内容时的心理动机和分享行为影响因素就成了值得探讨的重要问题,本文将从这个角度出发进行探究。本文采用理论和实践相结合的方法。首先对各种不同的信息媒介、网络平台等内容分享的研究状况进行了分析和总结,包括对传统媒体到社交平台以及微信平台在内的各种工具的文献进行了综述和评价,根据前人的研究成果,尤其是对网络分享相关问题影响因素所使用的研究模型的一般特点进行了归纳,以微信用户作为信息受众的需求为基础,结合了经典的使用满足理论并辅助以媒介丰富度的理论,将用户的动机因素分成了信息需求、认同需求、利他需求、娱乐需求、利益需求这五个维度,分别提出了对微信内容分享行为影响的假设,建立了理论模型。本研究采用了选取特定的公众账号向微信用户推送网络问卷的调查方式进行了数据收集工作。运用SPSS软件进行了数据的信度和效度分析,利用Warp PLS软件分析了结构方程的拟合程度和路径系数检验。最终对整个研究的结果进行了分析和讨论。研究结果表明,在分化的五个维度中,信息需求这一动机因素对微信用户内容分享行为的影响不显著;其余的自我认同需求、娱乐需求、利他需求、利益需求都对微信用户参与公众平台内容分享的行为有显著的正向影响。此外,媒介丰富度对于信息需求、自我认同需求、利他需求和娱乐需求的满足度都有正向的影响作用,进而影响用户的微信公众平台内容分享意愿。
[Abstract]:With the rapid rise of the mobile Internet, WeChat has become a social tool for almost every smartphone user, with Tencent providing a peer-to-peer platform for information dissemination, known as WeChat's public platform. Therefore, more and more enterprises and brands choose to set up their own public platform in WeChat as an important tool of network marketing. Enterprises promote their own public platform mainly rely on pushing links to followers, but how to increase followers is the most concerned issue. WeChat users who read push messages are a very effective and important way to share them with their social range. Therefore, exploring the psychological motivation and the influence factors of sharing behavior of WeChat users in sharing content on the public platform has become an important issue worth discussing. This paper will explore from this perspective. This paper adopts the method of combining theory with practice. Firstly, it analyzes and summarizes the research status of different information media, network platform and other content sharing, including the literature review and evaluation of traditional media, social platform and WeChat platform. According to the previous research results, especially the general characteristics of the research model used to influence the problems related to network sharing, this paper summarizes the general characteristics of the research model, which is based on the needs of WeChat users as the information audience. Combining the classical theory of use satisfaction with the theory of media richness, the motivation factors of users are divided into five dimensions: information demand, identity demand, altruistic demand, entertainment demand and interest demand. The hypothesis of the influence of WeChat content sharing behavior is put forward, and the theoretical model is established. In this study, we selected a specific public account to push the network questionnaire to WeChat users for data collection. The reliability and validity of the data were analyzed by SPSS software, and the fitting degree and path coefficient test of structural equation were analyzed by Warp PLS software. Finally, the results of the whole study are analyzed and discussed. The results show that, in the five dimensions of differentiation, the motivation factor of information demand has no significant effect on the content sharing behavior of WeChat users; the rest of the self-identification needs, entertainment needs, altruistic needs, the rest of the self-identification needs, entertainment needs, altruistic needs, Interest demand has a significant positive impact on the behavior of WeChat users participating in public platform content sharing. In addition, media richness has a positive effect on the satisfaction of information demand, self-identification demand, altruistic demand and entertainment demand, and then affects users' willingness to share content on WeChat public platform.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;G206-F

【参考文献】