社交媒体中社会临场感与用户生成内容行为的关系研究

发布时间：2018-03-09 22:16

本文选题：社交媒体　切入点：社会临场感　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：基于互联网的蓬勃发展与“认知盈余”时代的到来,用户生成内容成为被看好的新的应用和商业模式,而社交媒体作为互联网繁荣发展的代表,是用户生成内容的重要平台。虽然社交媒体近年来得到长足发展,用户呈快速增长的趋势,但运营中的问题日渐显现,社交媒体用户单纯浏览信息的比例不断提升,搭便车、僵尸粉等现象层出不穷,用户不发布、不评论、不互动,致使平台价值降低、继而导致营销资本的欠缺与平台的消亡。因此实证研究用户生成内容行为的影响因素对于社交媒体的运用与发展具有重要意义。纵观现今社交媒体中弹幕功能的诞生、直播的火热以及微信的独占鳌头,诱使我们思考真实感受他人在场是否更有利于用户发声亦或是约束用户行为,至此本研究以社会临场感为切入点展开研究。本研究采用定性与定量相结合的方法开展社交媒体领域中社会临场感与用户生成内容行为的关系研究,将社会临场感划分为意识社会临场感、情感社会临场感、认知社会临场感三个维度,将用户价值划分为情感价值、社会价值、功能价值,具体分析了社会临场感如何唤醒用户价值,从而驱动用户生成内容行为的产生。首先,回顾并梳理国内外相关研究,构建了“社会临场感——用户价值——用户行为”的概念模型;随后,依托国内外研究中较成熟的测量量表设计本研究问卷,并以微信为例,经预调研修正形成正式问卷,共回收468份有效问卷;最后,运用SPSS20.0和AMOS21.0处理有效样本数据,对本研究的假设进行验证。经实证研究得出以下结论:(1)意识社会临场感对用户生成内容行为存在直接正向影响;情感社会临场感与认知社会临场感不存在直接影响;(2)社会临场感不同维度对于用户感知的不同价值均有正向作用;(3)用户价值在社会临场感与用户生成内容行为之间具有中介作用。本研究最后立足于研究结论提出管理启示:一方面应关注用户社会临场感,从提升用户社会临场感的角度进行社交媒体平台的设计从重视用户价值的作用;另一方面应关注不同维度的价值对用户生成内容行为的驱动作用。
[Abstract]:Based on the vigorous development of the Internet and the arrival of the era of "cognitive surplus", user-generated content has become a promising new application and business model. Social media is an important platform for user-generated content. Although social media has made great progress in recent years, the trend of rapid growth of users, but operational problems are emerging, the proportion of social media users simply browsing information is increasing, hitchhiking, Zombie powder and other phenomena emerge in endlessly, users do not post, do not comment, do not interact, resulting in the platform value reduced, Therefore, empirical research on the influencing factors of user-generated content behavior is of great significance for the use and development of social media. The heat of live broadcast and the dominance of WeChat tempt us to wonder whether the presence of others is more conducive to the voice or behavior of users. In this study, the relationship between social presence and user-generated content behavior in the field of social media is studied by combining qualitative and quantitative methods. The social sense of presence is divided into three dimensions: conscious social feeling, emotional social feeling and cognitive social feeling. The user value is divided into emotional value, social value and functional value. In this paper, the author analyzes how the social sense of presence awakens user value and drives the generation of user-generated content behavior. Firstly, it reviews and combs the relevant researches at home and abroad, and constructs a conceptual model of "social telepresence sense-user value-user behavior". Then, based on the mature measurement scale of domestic and foreign research, this research questionnaire is designed. Taking WeChat as an example, a formal questionnaire is formed through pre-investigation and correction, and a total of 468 valid questionnaires are collected. Finally, SPSS20.0 and AMOS21.0 are used to deal with valid sample data. The hypothesis of this study is verified. By empirical research, the following conclusions are drawn: 1) the sense of social presence has a direct positive effect on user-generated content behavior; Emotional social presence and cognitive social presence do not have a direct impact on social presence 2) different dimensions of social presence have positive effects on the different values of user perception 3) user value in social presence and user-generated content behavior. Finally, based on the conclusion of the study, the management enlightenment should be put forward: on the one hand, we should pay attention to the users' sense of social presence. The design of social media platform from the perspective of enhancing users' social presence should pay attention to the role of user value; on the other hand, we should pay attention to the driving effect of different dimensions of value on user-generated content behavior.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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