不同社交网站使用动机对大学生网络利他行为的影响:多重中介模型

Different Effects of Motivations for Using SNSs on Online Altruistic Behaviors among College Students: A Multiple Mediation Model

本研究旨在考察不同类型的社交网站使用动机与网络利他行为之间的关系,以及网络社会支持和网络人际信任在二者之间的中介作用。采用问卷法对654名大学生进行了在线调查。结果发现:(1)信息表达与分享、逃避和潮流时尚三个社交网站使用动机与网络利他行为呈正相关,社交互动、娱乐放松和习惯性消磨时间三个社交网站使用动机与网络利他行为呈负相关;(2)网络社会支持在不同的社交网站使用动机与网络利他行为之间的中介作用均显著;(3)网络人际信任在信息表达与分享、逃避、社交互动和潮流时尚四个使用动机与网络利他行为之间的中介作用显著;(4)网络社会支持和网络人际信任的链式中介作用在不同的社交网站使用动机与网络利他行为之间均显著。结论:个体无论何种使用动机,在社交网站使用中获得的社会支持越多,网络利他行为就会相应增多,或者通过增进网络人际信任间接促进网络利他行为的发生。

This study was to examine the relations between different motivations for using SNSs and online altruistic behaviors, and the mediation of online social supports and online interpersonal trust. 654 college students were investigated with questionnaires online. The results showed that (1) three motivations for using SNSs (expressive information sharing, escape, cool and new trend) positively predicted online altruistic behaviors, while another three motivations for using SNSs (social interaction, relaxing entertainment and habitual passing time) negatively predicted online altruistic behaviors;(2) the mediation effect of online social supports between motivations for using SNSs and online altruistic behaviors was significant;(3) the mediation of online interpersonal trust between four motivations for using SNSs (expressive information sharing, escape, social interaction, cool and new trend) and online altruistic behaviors was also significant;(4) online social supports and online interpersonal trust played a chain mediation in the association of motivations for using SNSs and online altruistic behaviors. Conclusion: Whatever the use of motivation, the more social support one gets in the use of social networking sites, the increase in altruistic behavior in the Internet, or indirectly promoting the Internet s altruistic behavior by improving online interpersonal trust.