微信环境下用户适应性信息分享行为影响因素研究——基于规范性压力和社交价值的“推-拉”视角

Understanding Antecedents of Users' Adaptive Information Sharing Behavior in the Context of WeChat: Normative Pressure and Social Value Perspectives

【目的/意义】优质信息传播是社交应用持续健康发展的助推力,而适应性信息分享是提高社交信息质量的有效途径。【方法/过程】以微信平台为研究对象,基于社会影响的"推-拉"视角构建微信用户适应性信息分享行为影响因素概念模型,并通过问卷调研和结构方程建模方法进行实证分析。【结果/结论】结果表明:规范性压力、社会连接和形象都显著正向影响微信用户的适应性信息分享行为,且规范性压力的影响均大于社会连接和形象的影响。此外,规范性压力对社会连接和形象都产生显著的正向影响。

[Puq^ose/signifieance] High quality information dissemination plays a key role in the sustainable and healthy development of social Apps, and adaptive information sharing is the effective approach of improving the quality of such so- cial information. [ Method/process] Taking WeChat as the study subject, this paper developed a conceptual model of im- pacting factors on WeChat users＇ adaptive information sharing behavior from the push-pull perspective of social influence. Then an empirically analysis with questionnaire investigation and structural equation modelling was conducted. [Result/ conclusion]The results showed that normative pressure, social interaction and image have significant and positive impacts on users＇ adaptive information sharing behavior, with the strongest effect of normative pressure. Furthermore, normative pressure significantly and positively impacts on social interaction and image.