微信运动点赞行为动机分析  

Analysis of the Motives for Thumb-up Behavior on Werun-WeChat

作　　者：刘沙 文安[1] LIU Sha;WEN An(School of Sciences,Xi’an Technological University,Xi’an 710021,China)

机构地区：[1]西安工业大学基础学院,西安710021

出　　处：《西安工业大学学报》2021年第5期595-601,共7页Journal of Xi’an Technological University

基　　金：西安工业大学重点教学改革项目(19JGZ08)。

摘　　要：为探究微信运动点赞行为的真实动机,文中在行为动机理论及使用与满足理论支持下,从个人满足、社会交往、健康关注、社会支持4个维度建立了微信运动点赞行为动机模型。运用Likert量表形式进行测量,通过问卷星方式进行发放,采用多元回归模型进行实证分析,探究微信运动用户点赞动机与点赞行为的关系。研究结果表明:不同的点赞动机对微信运动用户点赞行为的影响程度不同,个人满足动机和健康关注动机对微信运动用户的点赞行为有显著的正向影响,其中健康关注是最主要的点赞动机,而社会交往与社会支持对微信运动用户的点赞行为没有积极影响。In order to explore the real motives for giving a thumb-up on Werun of the WeChat platform,this paper presents a Thumb-up motive model including four dimensions:personal satisfaction,social interaction,health concern and social support.A Likert scale was used for scaling response,the questionnaire survey was conducted through the Wenjuanxin platform,and the multiple regression model was applied to analyze the relationship between thumb-up motives and thumb-up behavior of Werun users.The results show that different thumb-up motives have different effects on thumb-up behaviors.Motives like personal satisfaction and health concern have significant positive effects on the Werun users’thumb-up behavior,with health concern as the first and foremost motive.Both social interaction and social support have no positive effect on users’thumb-up behavior.

关 键 词：微信运动 点赞 行为动机 回归分析 

分 类 号：G80-05[文化科学—运动人体科学]