南京大学生对社交化媒体使用偏好的研究

发布时间：2018-11-28 21:02

【摘要】：媒介技术的发展深刻影响人类社会的发展,每项新媒介技术的诞生,都会给社会经济、政治、文化等各个领域带来深远的影响。特别是媒介环境作为信息环境、文化环境的变化对大学生群体的影响直接而显著。随着互联网的迅速发展,社交化媒体技术的涌现及普及,已塑形出一个迥然不同以往的新媒介环境。社交化媒体以真实的人际关系为基础,利用互联网的传播的广泛及快捷性,不断扩展用户的社交网络。相比传统的社交媒介更具有可信度,得到了普遍的接受和广泛的使用,尤其受到在校大学生的欢迎。在校大学生作为具有拥有潜在消费力,以及品牌可影响的潜在用户的群体,对于各大品牌商都有着非同凡响的吸引力。怎样的社交化媒体可以拥有更多的大学生用户,社交化媒体的哪些特征可以有效吸引大学生用户。这些问题的解答为社交化媒体未来的发展指明了方向。本文在大量阅读和梳理相关文献之后,以技术接受模型和使用与满足理论为基础,在传统模型感知有用性和感知易用性基础上,加入社交化媒体娱乐性和时尚性两个变量,同时将用户特征(性别、年级、月支出水平)纳入整个模型,形成最终的大学生对社交化媒体使用偏好研究的模型。通过对样本进行描述性分析和检验调查数据的信度和效度,在保证样本调查数据有效性基础上,对各个变量进行方差分析。之后对重要研究变量进行相关分析,确立大学生对社交化媒体使用偏好的影响因素。研究结果表明,技术接受模型在研究大学生对社交化媒体使用偏好时依然适用,感知有用性、感知易用性、社交化媒体带给使用者的娱乐性对大学生对社交化媒体的偏好存在正向影响,并且在1%置信水平上显著,且用户性别差异同样会对其使用偏好产生影响。通过以上的分析和研究,可对我国社交化媒体以及基于社交化媒体的电子商务产业链的发展和交易流程提供相关的信息,也可以对我国社交化媒体网站及手机应用软件发展的盈利提供相关的参考。为进一步论证本文的研究结果,本文选取社交化媒体中最受欢迎的微信作为研究对象,通过案例分析发现,微信收到大学生的普遍欢迎的主要原因在于微信使用方便,娱乐性强,并可以支持大学生随时随地与同学朋友分享新鲜事的需求,极大限度的满足大学生沟通交流以及分享、获取讯息的需求。最后,本文立足于实证研究和案例分析中得到的结论,通过对大学生对社交化媒体使用的偏好分析,为社交化媒体何继续扩大用户规模,拓展用户市场等提出了相应的建议和对策。
[Abstract]:The development of media technology has a profound impact on the development of human society. The birth of each new media technology will bring profound influence to the social economy, politics, culture and other fields. Especially the media environment as the information environment, the change of the cultural environment has a direct and significant impact on the college students. With the rapid development of the Internet, the emergence and popularization of social media technology has shaped a completely different new media environment. Based on the real interpersonal relationship, social media expands the social network of users by taking advantage of the wide and rapid spread of the Internet. Compared with traditional social media, social media is more reliable, generally accepted and widely used, especially by college students. College students, as a group of potential consumers with potential consumer power and brand influence, have a remarkable appeal to all major brands. What kind of social media can have more college students, and which features of social media can attract college students effectively. The answers to these questions point the way for the future development of social media. After reading and combing a lot of relevant literature, based on the technology acceptance model and the theory of usage and satisfaction, this paper adds two variables, social media entertainment and fashion, on the basis of the traditional model perceived usefulness and perceived ease of use. At the same time, the user characteristics (gender, grade, monthly expenditure level) are incorporated into the whole model to form the final model of university students' preference for social media use. Based on the descriptive analysis of the sample and the reliability and validity of the survey data, the variance analysis of each variable is carried out on the basis of ensuring the validity of the sample survey data. After that, the relevant analysis of important research variables is carried out to establish the influencing factors of college students' preference for social media. The results show that the technology acceptance model is still applicable in studying university students' preference for the use of social media, perceiving usefulness and perceived ease of use. The entertainment brought by social media has a positive effect on university students' preference for social media, and it is significant at the level of 1% confidence, and the gender difference of users will also have an impact on their preference for social media. Through the above analysis and research, we can provide relevant information for the development and transaction process of social media and e-commerce industry chain based on social media in China. It can also provide relevant reference for the profit of the development of social media website and mobile phone application software in our country. In order to further demonstrate the research results of this paper, this paper selected the most popular social media WeChat as the research object, through the case analysis, found that WeChat received the college students' general popularity mainly because of the convenient use of WeChat. Strong entertainment, and can support college students to share new things with their friends at any time, to meet the needs of college students to communicate and share, access to information. Finally, based on the conclusions of empirical research and case analysis, this paper analyzes the preference of college students to the use of social media, so as to further expand the scale of users of social media. The corresponding suggestions and countermeasures are put forward to expand the user market.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G645.5;G206

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