微信实时传播的社会临场感影响因子研究——以上海交通大学学生微信使用为例

An Investigation of Social Presence Impact Factors in WeChat:A Case Study of Students in Shanghai Jiao Tong University

本文引入路径分析,构建前因变量、中介变量、结果变量以及外界变量的结构方程模型,对微信用户体验样本进行假设检验并开发了测量量表,分别检验理性行为理论和Hofstede文化维度理论的不确定规避等因素对社会临场感影响因子的调节效应。研究发现,微信实时营销传播过程中,用户体验的影响因子包含情感社会临场感、感知社会临场感和理解社会临场感三个维度,并遵循情感、感知和理解的逻辑关系顺序。同时,社会临场感通过中介变量——功利价值和信任直接影响用户体验。高感知信任可以降低虚拟不确定性,激发用户动机;朋友圈的信任以及好友的助长,提升了线上与线下传播效应,并优化了用户关系。

Integrating the social presence theory, social facilitation theory, technology acceptance model and Hofstede＇s cultural dimensions in virtual communities, a structural model of the social presence of WeChat users was formed and analyzed to explore the mechanism of multidimensional social presence on virtual identification processes and cognition mechanism. The results showed three dimensions of social presence in logical arrangement： affective social presence, awareness social presence and understanding social presence. Leveraging the conceptual model, a reliable and valid benchmark scale was developed. Besides, the latent-partial mediation of both utilitarian value and trust in this link was also identified.