微博用户行为意向及平台的调节作用研究

A Study on Users' Behavior Intention and Platform's Moderate Effect of Microblog

采用实证的方法,从内容与社会关系的角度构建了结构方程模型,并利用微博平台作为调节变量探讨了用户使用微博的原因。基于收集到的476份国内微博用户调查问卷的数据发现,部分内容和关系因素对微博用户的行为意向的影响是显著的。此外,不同平台的用户使用动机之间也存在差异,这在一定程度上为先前学者的研究和讨论提供了事实依据。

We adopt empirical methods to propose a structural equation moctel trom two aspects oi contents and social relations, and chose platforms as a moderator in the model to analyze why users want to microblogging. Based on questionnaires collected from 476 domestic users, we found that users＇ microblogging behavior intentions are influenced by part of contents and social relations factors significantly, additionally those factors made different influences on users＇ intentions of different platforms, which provide evidences for prior studies to some extent.