社交媒体用户自我呈现变更行为的影响因素研究——以头像更换为例

The Influencing Factors of Social Media Users'Self-presentation Change Behavior——Taking the Change of Avatar as an Example

【目的/意义】用户头像是用户在社交媒体上自我呈现的重要标识,研究用户头像变更行为的影响因素,有助于理解用户在社交媒体自我呈现变更行为特点,为社交媒体用户管理和维护提供理论和实践参考。【方法/过程】采用扎根理论的方法分析1698条知乎问答数据,以头像更换为例探索性研究社交媒体的用户自我呈现变更行为的影响因素。【结果/结论】用户头像呈现变更行为的影响因素主要包括5个主范畴:个体特性归因、情感满足归因、社交归因、尊重归因、媒介归因。其中个体特性和情感满足归因是内部驱动性因素,社交和尊重归因是外部驱动性因素,媒介归因是中介因素。

【Purpose/significance】Avatars are important identification for users to present themselves on social media.Studying the influencing factors of user avatar change behavior contributes to understanding the characteristics of users"self-presenting change behaviors on social media,and to providing theoretical and practical references for social media user management and maintenance.【Method/process】With the qualitative analysis method grounded theory,1698 pieces of Q&A data were selected and analyzed,taking avatar replacement as an example to explore the influencing factors of users"self-presentation change behavior in social media.【Result/conclusion】The main influencing factors of the changing behavior of user avatar presentation include five main categories:individual characteristics attribution,emotional satisfaction attribution,social attribution,respect attribution,and media attribution.The attribution of individual characteristics and emotional satisfaction are internal driving factors,the attribution of social and respect is external driving factors,and the media attribution is an intermediary factor.