“社交媒体使用”量表的开发与检验--基于认知动机理论视角  

Development and Testing of“Social Media Use”Measurement Scale——From the Perspective of Cognitive Motivation Theory

作　　者：杨琳[1,2] 饶金涛 Yang Lin;Rao Jintao(School of Journalism and New Media,Xi’an Jiaotong University)

机构地区：[1]西安交通大学新闻与新媒体学院,陕西西安710049 [2]西安交通大学新闻与新媒体学院新媒体与乡村振兴研究中心,陕西西安710049

出　　处：《新闻界》2025年第2期59-71,共13页

基　　金：国家社科基金重大项目“乡村振兴视角下新媒体在乡村治理中的角色与功能研究”(21&ZD320)。

摘　　要：本文聚焦于个体的行为动机和行为结果,并据此开发社交媒体使用的测量工具,以弥补现有测量中维度单一、结构缺失、层次不明等诸多缺陷,并回应当前社交媒体研究中量表开发滞后的问题。基于认知动机理论,通过对使用动机的深入挖掘,全面系统地理解社交媒体使用行为的本质内涵及其时代特征;在厘清社交媒体使用之“动机-行为”的结构维度基础上编制初始量表;采用探索性因子分析(N=213)净化量表、验证性因子分析(N=709)及专家意见征询等方法检验量表。结果表明:社交媒体使用动机的测量维度包括以内部动机为主的自我建设、形象塑造、信息获取、社会交往和休闲娱乐,以及以外部动机为主的公共事务处理、生活便捷、经济获益和避损服从;社交媒体使用行为的测量维度包括使用多样性、使用黏性和交互程度。通过两次问卷调查及统计检验开发出的《社交媒体使用动机量表》和《社交媒体使用行为量表》,为相关研究提供工具支持。This study focuses on individuals'behavioral motivation and behavioral results to develop measurement tools for social media use accordingly,and to make up for many defects in existing measurement,such as single dimension and the lack of structure and unknown level to respond to the lagging development of scales in current social media research.Based on the theory of cognitive motivation,the in-depth exploration of usage motivation is helpful to comprehensively and systematically understand the essential connotation of social media usage behavior and the characteristics of the era.The initial scale was compiled on the basis of clarifying the structural dimensions of the“motivation-behavior”of social media use.Exploratory factor analysis(N=213)was used to purify the scale,confirmatory factor analysis(N=709)and expert opinion consultation were used to test the scale.The results show that the measurement dimensions of social media use motivation include selfbuilding,image building,information acquisition,social interaction and leisure and entertainment with internal motivation,and public affairs handling,life convenience,economic benefit and loss avoidance and obedience with external motivation.The measurement dimensions of social media usage behavior include usage diversity,usage stickiness and interaction degree.Through two questionnaire surveys and statistical tests,the Social Media Use Motivation Scale and Social Media Use Behavior Scale are developed,which provide tools supportive for relevant research.

关 键 词：社交媒体 动机 行为 量表开发 

分 类 号：G206[文化科学—传播学]