微博社区成员参与的心理机制:实证研究与管理启示  

Members' Psychological Mechanism for Participating in Microblogs Community: Empirical Study and Management Suggestions

作　　者：胡磊[1] 孙茂华[1] HU Lei SUN Maohua(School of Information, Capital University of Economics and Business, Beijing 100070)

机构地区：[1]首都经济贸易大学信息学院,北京100070

出　　处：《北京大学学报（自然科学版）》2016年第5期793-802,共10页Acta Scientiarum Naturalium Universitatis Pekinensis

基　　金：北京市教育委员会人文社会科学研究计划项目"基于LPP理论视角的微博用户参与行为研究"(SM201310038014);国家社会科学基金项目"移动社交网络舆情线上线下相互作用机理及引导机制研究"(15AGL001);北京市自然科学基金项目"特大城市突发公共事件微博舆情演化的动力学模型及计算机仿真"(9142003)资助

摘　　要：利用多元回归和路径分析法,探讨成员参与微博社区的心理机制。研究发现,成员对微博信息的可信性感知和自我呈现是微博社区参与的两个重要心理过程。并且,可信性感知和自我呈现对自我表达、信息价值、娱乐价值和社会强化动机影响参与行为都存在中介效应。研究结论对微博服务商以及政府部门管理微博和引导微博舆论具有重要的实践价值。This article explores members＇ psychological mechanism for participating in microblogs community, with the application of methods of multiple regression and path analysis. It shows that members＇ perception of the credibility of microblogs content and self-presentation are two important psychological processes. Furthermore, the impacts of members＇ motivations of self-representation, informational value, entertainment value and social enhancement on their behaviors for participating in microblogs community are both mediated by the variables of the perception of the credibility of microblogs content and self-presentation. The conclusions have some practical significances in managing microblogs community and guiding public opinion for microblogs service providers and government departments.

关 键 词：微博社区 社区成员 社区参与 心理机制 

分 类 号：B848[哲学宗教—心理学] G206[文化科学—传播学]