發(fā)布時間：2019-01-15 22:50

【摘要】：近些年，社交媒體在互聯(lián)網(wǎng)的環(huán)境下蓬勃發(fā)展，爆發(fā)出令人驚訝的能量。社交媒體上匯聚了海量的信息并伴隨著強大的信息傳播能力使得其已成為人們獲取信息的重要渠道。微博作為新媒體時代的代表，已成為企業(yè)宣傳自我、整合營銷的最有利平臺。而微博強大的信息傳播能力主要是通過用戶的轉(zhuǎn)發(fā)行為而得以實現(xiàn)。盡管微博功能如此強大，仍無法掩蓋其自身存在的一些問題，每天海量信息的產(chǎn)生中常常出現(xiàn)真正緊急有價值的消息內(nèi)容得不到很好的傳播。信息的傳播由轉(zhuǎn)發(fā)行為來完成，而關(guān)于微博轉(zhuǎn)發(fā)行為的影響機理的研究并不充分，相關(guān)的實證研究則更加稀少。為了更清楚了解微博信息傳播中的各種現(xiàn)象，我們從最關(guān)鍵的轉(zhuǎn)發(fā)行為入手，探索用戶為什么會轉(zhuǎn)發(fā)以及微博轉(zhuǎn)發(fā)中的各類影響因素。 本文的研究從微博轉(zhuǎn)發(fā)行為著手，以說服傳播理論為框架，在信息傳播等相關(guān)理論回顧的基礎(chǔ)上，構(gòu)建了本文研究轉(zhuǎn)發(fā)意愿的理論模型，實證階段采用問卷調(diào)研方式研究信息來源、信息內(nèi)容和微博用戶個人動機三個角度對微博用戶轉(zhuǎn)發(fā)意愿的影響。研究結(jié)論主要有以下幾點： 信息來源特征中來源吸引力即來源粉絲數(shù)會影響用戶的轉(zhuǎn)發(fā)意愿，用戶更傾向于轉(zhuǎn)發(fā)高粉絲數(shù)博主的微博。用戶對博主的可信度評估也會影響用戶的轉(zhuǎn)發(fā)意愿，可信度表現(xiàn)在勝任和可信賴兩個方面，相對于博主的勝任力，，博主的可信賴性更能夠影響用戶的轉(zhuǎn)發(fā)行為。 信息特征會對用戶的轉(zhuǎn)發(fā)意愿產(chǎn)生影響。信息特征對轉(zhuǎn)發(fā)意愿影響作用由大到小排序依次是：微博的實用性、趣味性、已有轉(zhuǎn)發(fā)次數(shù)。 轉(zhuǎn)發(fā)動機是觸發(fā)轉(zhuǎn)發(fā)行為的內(nèi)在驅(qū)動力，其中自我認(rèn)同、社會交往、休閑娛樂動機對轉(zhuǎn)發(fā)意愿有顯著的積極影響，影響作用由大到小依次是社會交往、自我認(rèn)同、休閑娛樂。 微博用戶對微博媒介不同參與水平，也會影響動機與意愿之間的關(guān)系強度。參與水平越高時，休閑娛樂動機及社會交往動機與轉(zhuǎn)發(fā)意愿之間的關(guān)系會增強。
[Abstract]:In recent years, social media has flourished in the internet, exploding surprising energy. Social media has become an important channel for people to obtain information because of its huge amount of information and its powerful ability to disseminate information. Weibo, as the representative of the new media era, has become the most favorable platform for enterprises to publicize themselves and integrate marketing. Weibo's powerful ability to spread information is mainly achieved through the user's forwarding behavior. Although Weibo's function is so powerful, he still can't cover up some problems in his own existence. Every day, in the generation of massive information, there is often a really urgent and valuable message content that can not be spread well. The transmission of information is accomplished by forwarding behavior, but the research on the influence mechanism of Weibo's forwarding behavior is not sufficient, and the relevant empirical research is more rare. In order to understand more clearly the phenomena in Weibo's information dissemination, we begin with the most critical forwarding behavior, and explore the reasons why users will forward and the various influencing factors in Weibo's retweeting. The research of this paper starts with Weibo's forwarding behavior, taking persuasion communication theory as the frame, and based on the review of relevant theories such as information dissemination, this paper constructs a theoretical model of forwarding intention in this paper. In the empirical stage, questionnaire survey was used to study the influence of information sources, information content and Weibo user's personal motivation on the user's forwarding intention. The main conclusions are as follows: in the feature of information source, the source attraction, that is, the number of fans from the source will affect the user's willingness to forward, and the user is more inclined to forward Weibo, who has a high number of followers. The reliability evaluation of the user to the blogger will also affect the user's forwarding intention. The credibility is shown in two aspects: competence and trustworthiness. Compared with the competence of the blogger, the credibility of the blogger can affect the forwarding behavior of the user. Information features will have an impact on the user's willingness to forward. The order of the influence of information features on forwarding will is Weibo's practicability, interest and times of forwarding. The turn-engine is the internal driving force to trigger the forwarding behavior, in which self-identification, social interaction, leisure and entertainment motivation have a significant positive impact on the forwarding intention, the influence from big to small is social interaction, self-identity, leisure and entertainment. Weibo user's different participation level to Weibo media will also affect the intensity of the relationship between motivation and will. The higher the level of participation, the stronger the relationship between recreation motivation, social communication motivation and forwarding intention.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：TP393.092

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