微博社区成员参与的心理影响因素实证分析

Empirical Analysis on Members' Psychological Factors for Participating in Microblogs Community

利用逐步多元回归分析法,探明并实证分析了微博社区成员参与行为的心理影响因素。研究发现,成员的自我呈现、感知方便性和感知可信性对他们的参与行为存在显著影响。并且,自我认同和社会强化能显著地影响成员投入到微博社区中的努力。理论层面上,研究结论为下一步参与行为的心理作用路径研究和群体心理与行为研究提供前提;实践层面上,对微博服务提供者经营和管理微博社区以及政府相关部门管理微博具有现实意义。

The paper explored and analyzed the psychological influencing factors for participating in microblogs community on their behaviors for participating, with the application of stepwise multiple regression analysis method. It found that menthers＇ self- presentation, perceived convenience and perception of the credibility of microblogs content significantly impact their behav- iors for participating in microblogs community. Meanwhile, self- identification and social enhancement significantly impact members＇ efforts in microblogs community. Finally, the conclusions provided a basis for further studies of the psychological im- pacting path of members＇ behaviors and the psychology and behaviors of microblogs groups. And at the practical level, the conclu- sions had some practical significances in operating and （or） managing microblogs community for microblogs service providers and relevant government departments.