社交媒体使用动机与功能使用的关系研究:以微信为例

发布时间：2019-04-11 12:48

【摘要】：[目的/意义]以微信作为研究对象,采用混合方法,以期探讨社交媒体使用动机与特定功能使用的关系。[方法/过程]通过访谈法和焦点小组法来确定微信使用的动机因素以及用户对微信功能的使用;并通过问卷搜集250份有效样本数据,利用回归分析来验证不同动机要素与各功能使用之间的关系。[结果/结论]结果发现,不同微信功能的使用受到不同动机的驱使;而用户对微信一般性使用的影响因素与对特定功能使用的因素也不同。具体来说,娱乐显著影响用户对群聊、评论和分享功能的使用;消磨时间显著影响用户对朋友圈、评论和点赞功能的使用;社会互动显著影响用户对扫一扫、群聊、订阅和语音功能的使用;信息搜寻显著影响用户对订阅和扫一扫功能的使用;信息共享显著影响用户对发布功能的使用;自我表达显著影响用户对发布、定位、摇一摇和分享功能的使用;而跟随潮流显著影响用户对摇一摇功能的使用。
[Abstract]:[objective] taking WeChat as the object of study, this paper uses mixed method to explore the relationship between social media use motivation and specific function use in order to explore the relationship between social media use motivation and specific function use. [methods] the motivation factors of WeChat use and users' use of WeChat function were determined by interview method and focus group method. The data of 250 valid samples were collected by questionnaire, and the relationship between different motivational factors and functional use was verified by regression analysis. [results / conclusion] it is found that the use of different WeChat functions is driven by different motivations, and the factors affecting the general use of WeChat by users are different from those for specific functions. Specifically, entertainment has a significant impact on the use of group chat, comments and sharing functions, and the use of moments, comments and likes by users. Social interaction significantly affected users' use of QR scan, group chat, subscription and voice functions, information search significantly affected users' use of subscription and QR scan functions, information sharing significantly affected users' use of publishing functions, and social interaction significantly affected users' use of QR scan, group chat, subscription and voice functions. Self-expression significantly affects users' use of publishing, positioning, shaking and sharing functions, while following the trend significantly affects users' use of roll-shake functions.
【作者单位】：中山大学资讯管理学院;
【基金】：国家自然科学基金项目“基于使用与满足理论的社交媒体使用机理研究:从采纳到持续使用的行为转变”(项目编号:71403301)研究成果之一
【分类号】：G206

【相似文献】