自媒体用户信息共享行为动机分析与实证

An Empirical Study on the Motives of Information Sharing among We Media Users Based on Big Five Model

[目的/意义]探究自媒体用户共享信息的动机以及人格要素对其影响,从而更加有效地规范和引导自媒体用户信息行为。[方法/过程]以大五人格理论作为基础,构建自媒体用户信息共享模型,以微信公众号作为研究样本,通过问卷调查和结构方程建模进行实证研究。[结果/结论]大五人格对娱乐消遣、社会交往、自我表达3类信息共享动机的影响不一而足。总体而言,低情绪稳定性、低尽责性、低宜人性、低开放性、高外倾性的自媒体用户进行信息共享行为可能较高。自媒体用户信息共享动机对于自媒体用户信息共享行为的影响从大到小排序为:娱乐消遣、社会交往、自我表达。

[Purpose/significance]This article examines on the information sharing motives of we media users by analyzing the personality factors of users,and then enhances the efficiency of supervision and regulation of information behavior of users on the we media platform.[Method/process]Based on the big five model,this article constructed the information sharing model of we media users.Using WeChat users as sample,this article conducted empirical study through questionnaires and structural equation modeling.[Result/conclusion]The relationships between 5 personality factors and 3 kinds of information sharing motives:entertainment,social needs and self-expression vary.Users with low emotion stability,low conscientiousness,low agreeableness,low openness,high extraversion would have higher probability of information sharing.The influences of information sharing motives and information sharing behavior rank as:entertainment,social needs then self-expression.