转发动机视角下的微博沟通策略研究

Microblog Communication Strategies from the Perspective of Retweet Motivation

从使用与满足理论的视角,对微博转发行为的动机因素进行了阐述。研究采用了结构方程建模的方法,对来自191个样本的数据进行分析。研究结果发现,微博转发动机包括经济利益动机、寻求社会地位动机、娱乐消遣动机和社会交往动机四个方面,并且转发动机会影响用户实际的转发行为意愿。此外,研究还发现人际信任会直接或间接地通过转发动机影响用户的转发行为意愿。研究结果为企业深入了解消费者的转发动机,从而制定合理的内容规划,以吸引消费者的传播,提高品牌微博的可信度提供有力的运营策略指导。

Retweet, as one of the most important function of microblog, has given it extraordinary influence compared with other online social network. However, existing research mainly focused on the platform level, with individual level research to be done. Based on use and gratification theory, data from 191 samples are analyzed and it is found that the retweet motivation contains four aspects： economic benefit motivation, seeking for social status motivation, entertainment motivation and socializing motivation. Such motivation will also influence the actual retweet willingness and behavior of the users. Moreover, it is also discovered that interpersonal trust has positive effect on actual retweet willingness and motivation indirectly, with the function of retweet motivation. The results will help enterprises to get deeper understanding of customers＇ retweet motivation, and make appro- priate content strategies to attract customers and elevate the credibility of brand microblog.