社会化媒体用户转发意愿影响因素实证研究  

Empirical Research on Influencing Factors of Social Media User Forwarding

作　　者：雷海东[1] 陈霞[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《情报探索》2017年第1期26-31,共6页Information Research

摘　　要：[目的/意义]研究自媒体如何吸引用户、快速圈粉。[方法/过程]以社会化媒体平台为对象,以说服传播模型为基础,结合动机相关理论、网络环境下信息传播理论等,构建社会化媒体平台用户转发影响因素模型并进行实证研究,验证假设结果。[结果/结论 ]信息渠道、信息来源、信息接收者、信息内容4个因素对社会化媒体上的用户转发意愿构成影响。[Purpose/sigulficancelThe paper is to study how to attract user immediately in we media platform. [Method/process] The paper takes social media platform as object and persuading propagation model as foundation, bases on motivation theory and network information communication theory to construct a user forwarding influencing factors model, and does an empirical research to verify results of the hypothesis. [Result/conclusion] Four factors of information channel, information source, information receiver and information content exert significant impacts on user forwarding.

关 键 词：社会化媒体 转发动机 转发意愿 自媒体 

分 类 号：G206.2[文化科学—传播学]