【摘要】：[目的/意義]微博話題是網(wǎng)絡(luò)輿情傳播的主要途徑之一,研究用戶持續(xù)參與微博話題意愿對(duì)研究網(wǎng)絡(luò)輿情傳播具有重要意義。[方法/過(guò)程]本文基于期望確認(rèn)理論和價(jià)值感知構(gòu)建研究模型。通過(guò)調(diào)查問(wèn)卷收集數(shù)據(jù),利用SPSS和Smart PLS進(jìn)行統(tǒng)計(jì)分析和假設(shè)檢驗(yàn)。[結(jié)果 /結(jié)論]研究表明期望確認(rèn)理論可用于研究微博話題持續(xù)參與意愿,且期望確認(rèn)顯著影響用戶的利他價(jià)值、信息價(jià)值、社交價(jià)值和娛樂(lè)價(jià)值感知,并和價(jià)值感知顯著影響用戶的滿意度;信息價(jià)值和娛樂(lè)價(jià)值顯著影響用戶的持續(xù)參與意愿,而利他價(jià)值和社交價(jià)值的影響不顯著,滿意度仍然是影響持續(xù)參與意愿的主要因素。
[Abstract]:The topic of Weibo is one of the main ways to spread Internet public opinion. It is of great significance to study the willingness of users to participate in the topic of Weibo. Method / process this paper builds a research model based on expectation confirmation theory and value perception. The data were collected by questionnaire, and SPSS and Smart PLS were used for statistical analysis and hypothesis test. [results / conclusion] the study shows that the theory of expectation confirmation can be used to study Weibo's willingness to participate in the topic continuously, and the expectation confirmation has a significant impact on the user's altruistic value, information value, social value and entertainment value perception. And value perception significantly affected user satisfaction; Information value and entertainment value significantly affect the user's willingness to participate continuously, while altruistic value and social value have no significant effect. Satisfaction is still the main factor that affects the willingness to participate continuously.
【作者單位】： 西安交通大學(xué)經(jīng)濟(jì)與金融學(xué)院;
【基金】：陜西省科技統(tǒng)籌創(chuàng)新工程計(jì)劃項(xiàng)目“電子商務(wù)與電子政務(wù)若干問(wèn)題研究”(編號(hào):2012SZS-09)研究成果之一
【分類號(hào)】：C912.63
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本文編號(hào)：2402262