动机视角下社交媒体网络用户链接行为的实证分析  

An Empirical Analysis on User Link Behaviors of Social Networks

作　　者：孙建军[1] 顾东晓[1,2] 

机构地区：[1]南京大学信息管理学院 [2]合肥工业大学管理学院

出　　处：《图书情报工作》2014年第4期71-78,共8页Library and Information Service

基　　金：国家自然科学基金面上项目"融合范式视角下的链接分析理论集成框架及其实证研究"(项目编号:71273125);中国博士后科学基金第54批面上项目"基于多案例库协同的老年人健康案例推理评估研究"(项目编号:2013M541651)研究成果之一

摘　　要：基于需求层次理论、沉浸理论和理性行为理论,从动机视角探索中国特定社交网络环境下用户网络链接的内外部动机因素,构建"动机—链接意向—链接行为"模型,并基于460条现实世界数据进行实证研究。结果表明,自我实现需要、沉浸需要、主观规范对社交网络用户链接行为意向的影响较为显著,而自尊需要和社交需要对其的影响则不显著。外部动机中的主观规范对社交网络链接行为意向影响最大,但总体上内部动机的影响大于外部动机。该研究结论对于基于微博等社交媒体的学术推广和网络营销优化均具有重要价值。Drawing on the hierarchy of needs, flow motivation and the special social user network environment theory and theory of rational behavior, from the perspective of in China, this study investigates internal and external motivation factors of network links behavior and constructs the ＂motivation-links intention-behavior＂ model. An empirical study is carried out based on 460 records of real world data. Results indicate that self-actualization needs, immersed needs and subjective norm all have significant positive impact on continuing use intention of network links users, but the impact from self-esteem needs and social needs are not very significant. Subjective norm is the most important impact, whereas the gen- eral impact from internal motivations is still bigger than that from external ones. This conclusion has important value for Weibo marketing and other academic promotion and cyber marketing via social media.

关 键 词：链接分析 动机 社交网络 持续链接意向 结构模型分析 

分 类 号：G206[文化科学—传播学]