大学生微信朋友圈转发行为与动机对内容提供商的启示

The Enlightenment of Forwarding Behavior and Motivation of College Students WeChat Friend Circle to Content Providers

新媒体时代,大学生作为接触媒介、使用媒介的活跃群体,尤其对微信朋友圈的原创与转发行为已经成为其生活的必要构成部分。文章基于表达自我、印象管理等理论,指出微信朋友圈是大学生表达自我形象的平台,并在转发行为中表现出鲜明的人口、内容、动机特征。研究发现人口特征如性别和学历等方面存在转发差异化,转发形式主要为"图片+文字"和链接,转发内容主要为兴趣爱好、观点态度、热点事件,转发动机以娱乐性、社交性、信息性需求为主。内容提供商可据此设计运营策略,包括积极利用内容算法等技术,打造适合大学生的优质内容;以生动有趣的设计风格为大学生形象标签正名;基于互动性发挥意见领袖的推广效应等。

In the era of new media, college students are an active part of the media and use of the media. In particular, the originality and forwarding of the WeChat circle of friends have become a necessary part of their lives. Based on the theories of self-expression and impression management, the article points out that the WeChat circle of friends is a platform for college students to express their self-image, and it shows distinctive characteristics of population, content, and motivation in the forwarding behavior. The study finds that there are forwarding differences in demographic characteristics such as genders and academic qualifications. The format of forwarding is mainly ＂ picture ＋ text＂ and links. The forwarded contents are mainly interests, opinions, attitudes, hot events, and the motivation is for entertainment, sociability, and information. Content providers can design and operate strategies based on this, including actively using content algorithms and other technologies to create high-quality content suitable for college students; using vivid and interesting design styles to label university students＇ image names; and promoting the effect of opinion leaders based on interaction.