基于羊群效应和动机理论的微博话题参与意愿研究

Understanding Users' Participation Intention of Microblog Topics Based on Herd Behavior and Motivation Theory

【目的/意义】微博话题的参与对网络舆情发展具有重要推动作用,研究用户参与微博话题的动机及影响因素对研究网络舆情传播的影响因素及传播机理具有重要意义。【方法/过程】本文以微博话题为研究对象,基于动机理论和羊群效应构建微博话题参与意愿研究模型。通过调查问卷收集数据,利用SPSS和Smart PLS进行统计分析和假设检验。【结果/结论】研究发现社交动机、信息动机、利他动机以及休闲娱乐动机依次影响用户参与意愿,而自我提升的影响不显著,而羊群效应中不全信自己拥有的信息通过显著影响模仿他人进而影响用户参与微博话题的意愿。

[Purpose/significance]Participation of microblog topics promote the development of internet public opinion, understanding motivations and factors of users＇ participation intention of microblog topics has important significance on researching factors and mechanism of internet public opinion transmission. [Method/process]This paper constructed a users＇ participation intention research model based on herding behavior and motivation theory to research users＇ microblog topics participation intention. SPSS and Smart PLS were used to carry out statistical analysis and hypothesis testing based on the data collected via questionnaires. [Result/conclusion]The results show that social motivation, information motivation, altruistic motivation and entertainment have influence on users＇ participation intention in turn, and the influence of serf-improvement is not significant. Discounting own information have no influence on intention, but significantly influence users＇ imitating others and imitating others has significant influence on users＇ participation intention.