基于价值感知的微博话题持续参与意愿研究

Research on Users' Continuance Participation Intention of Microblog Topics Based on Perceived Value

[目的/意义]微博话题是网络舆情传播的主要途径之一,研究用户持续参与微博话题意愿对研究网络舆情传播具有重要意义。[方法/过程]本文基于期望确认理论和价值感知构建研究模型。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]研究表明期望确认理论可用于研究微博话题持续参与意愿,且期望确认显著影响用户的利他价值、信息价值、社交价值和娱乐价值感知,并和价值感知显著影响用户的满意度;信息价值和娱乐价值显著影响用户的持续参与意愿,而利他价值和社交价值的影响不显著,满意度仍然是影响持续参与意愿的主要因素。

[ Purpose/significance ] Microblog topic is one of the main transmission mode of interact public opinion, researching on users＇ continuance participation intention of microblog topics have important significance in researching of interact public opinion. [ Method/ Process] This paper constructed a research model based on perceived value and expectation confirmation theory. SPSS and Smart PLS were used to carry out statistical analysis and hypothesis testing based on the data collected via questionnaires. [ Result/Concluslon] The results show that ECT can be used in participation intention research, and expectation confirmation has significant influence on perceived altruistic value, perceived information value, perceived social value and perceived entertainment value, expectation confirmation and perceived value have significant influence on users＂ satisfaction; perceived information value and perceived entertainment value influence users＂ continuance participation intention significantly, but the influence of perceived altruistic value and perceived social value are not significant, satisfaction is also the important influence factor of users＂ continuance participation intention.