内容依赖:作为媒体的微信使用与满足研究

Content Dependency:Study on Use and Gratification of WeChat as Media

本文基于使用与满足理论、媒介系统依赖视角进行量化分析,考察受众对微信媒体功能的使用行为、接触动机和满足情况。研究发现受众对微信媒体功能的使用动机可以归纳为信息获取、社会交往和功能性体验三个取向。受众对内容类型的接触偏好与上述三种动机一起对微信媒体使用满足具有显著影响;女性的微信媒体使用满足更高。这一媒介接触模式体现出受众媒体使用的内容依赖特征;微信用户通过在微信平台阅读新闻与评论信息,来提升自己对微信媒体的使用满足。

Based on the approach of Uses and Gratifications and the view of media system dependencyUthe survey was conducted to quantitatively examine the usage preference, motivations and gratification of WeChat media function among university students. The paper finds that the motivations of WeChat media function usage can be attributed to information acquisition, social communication, and utilitarian access. The factors of gender, above-mentioned three motivations, and specific content preference have significant influences to the general gratification of usage. This model of media access shows the feature of content dependency that WeChat users tend to receive news information from WeChat to improve their grntifiention~