基于使用与满足理论的社交媒体用户参与研究——考虑问题性使用的中介作用和性别的调节作用

Research on Consumer Engagement in Social Media Based on Theory of Use and Satisfaction Theory:Considering Mediating Role of Problematic Use and Moderating Effect of Gender

分析了用户的需求动机对其社交媒体参与行为的影响,探讨了问题性使用对上述影响的中介作用以及性别的调节作用。基于微信用户的问卷调查数据,运用因子分析、相关分析以及结构方程模型检验等方法,对研究假设进行检验。结果显示:工具需求动机和惯性需求动机均能显著地正向影响用户参与;问题性使用在两者之间起部分中介作用;上述影响机制存在显著的性别差异。

This paper analyzes the impact of the motivation of needs on consumer engagement,and explores the intermediary of problematic use and the mediation role of gender.Based on the questionnaires of WeChat users,it uses the methods of factor analysis,correlation analysis and structural equation modeling to verify all of hypothesis.The empirical result shows as follows：the motivation of ritual need and instrumental need significantly and positively affect consumer engagement;problematic use play a intermediary role;there is a significant gender difference in the above mechanism.