基于社会资本视角的微信和微博的对比研究--以高校人群为例  

The Differences between Weibo and WeChat:the Evidence from the Social Capital Theory

作　　者：朱炜[1] 郑大庆[2,1] 王文灿[1] 周晗晖 

机构地区：[1]上海财经大学信息管理与工程学院,上海200433 [2]复旦大学计算机科学技术学院,上海200433

出　　处：《情报杂志》2014年第6期138-143,共6页Journal of Intelligence

基　　金：国家自然科学基金“社会资本与社会化媒体使用行为的关系研究”(编号:71301096);国家自然科学基金“支持部门间协同的电子政务实施管理框架研究”(编号:71203131);上海市自然科学基金“绿色信息系统应用机理研究”(编号:13ZR1413400)

摘　　要：社会化媒体最有影响的是社会化网络服务和微博,二者最有代表性的应用分别是腾讯微信和新浪微博,它们非常容易混淆。本研究从社会资本的角度,划分了4种社会资本,并以此比较微信和微博的差异。研究结果显示:微信使用者的线上结合型社会资本显著高于微博使用者,两者拥有的线下结合型社会资本没有显著性差异;无论是在线上还是线下,微博用户的桥接型社会资本显著高于微信使用者。研究的理论价值体现在从社会资本的角度实证检验了微博和微信的差异,实践价值体现在揭示了微信和微博两个平台之间不同的定位和应用策略。Social media, including social network service （SNS） and microblog, are derived from the Web2.0, and have become one of the most popular network applications. Though SNS and microblog are different types, they have some similarities; therefore, it is confus- ed to compare the differences between Teneent WeChat and Sina Weibo. The study analyzes the characteristics of WeChat and Weibo, and then differentiates them by the theory of social capital. Finally, the study tests the hypotheses proposed by theoretical derivation. The re- search conclusions are： WeChat users own more online bonding social capital than Weibo users while there is no significant difference in their offline bonding social capital; Weibo users own more bridging social capital than WeChat users both in online and offline situation. The theoretical value lies in the innovation of distinguishing Weibo from WeChat through social capital, while the practice value is to pro- vide management advices on promotion in Sina Weibo and Tencent WeChat.

关 键 词：社会资本 社会化媒体 社会化网络服务 微博 桥接型社会资本 结合型社会资本 

分 类 号：G203[文化科学—传播学]