新浪微博用户满意度对使用行为的影响研究

Research on the Relationship between User Satisfactions and Behaviors: The Case of Sina-microblog

微博作为一种社交媒体,具有社交属性和媒体属性,然而学术界和企业界对于微博的属性却存在着争议。本文以新浪微博为研究载体,对微博用户的动机、满意度和使用行为之间的关系进行实证分析,探寻微博社交属性和媒体属性的强弱。研究结果表明,社交满意度对使用行为没有显著的影响,媒体满意度对使用行为有正向的影响。因此,微博的媒体属性更强,用户使用微博主要为了获取自己感兴趣的信息。

Microblogging has social and media attributes, nevertheless, properties of microblogging are still under dis- cussion in academia and business. This study explores the relationship between motives, satisfactions and user behaviors in the context of Sina-microblog, to identify its social and media attribute. The results show that media satisfaction is positively related to amount of microblogging usage ; social satisfaction is not significantly related to microblog use. So Si- na-microbolg is stronger in media attribute than social attribute, and users use it in order to acquire information.