网络语境下媒介使用对用户行为表征的影响研究

Effect of Media Use on User’s Behavior Representation in Network Context

为了研究网络语境下媒介使用对用户行为表征影响的作用机制及路径过程,以社会规范和用户道德发展阶段为调节变量,自我监控为中介变量构建理论模型,并通过网络问卷调查收集731份样本数据,采用结构方程及多层模型方法,借助AMOS22.0和STATA14.0统计软件对数据进行处理和分析。得出如下研究结论:(1)网络语境中,媒介使用通过自我监控中介变量对用户行为表征的四个维度产生显著影响,影响效应大小顺序为:行为的服从性表征、稳健性表征、影响性表征、支配性表征;(2)媒介使用对用户行为的服从性表征和稳健性表征产生负向影响,对影响性表征和支配性表征产生正向影响;(3)用户的道德发展阶段在媒介使用与用户自我调节间具有显著负向调节作用,而社会规范在两者间的调节作用不明显。最后,根据该研究结论提出关于新媒体的管理策略和应对措施。

With social norms and audience’s moral development stages as moderators,and self-monitoring as mediator,the article studies how new media context affects audience’s behavior representation,and explores influential mechanism.Through network questionnaire survey and empirical analysis,getting 731 samples.The data are analyzed using research methods SEM and Multilevel model,and are processed with AMOS22.0 and STATA14.0.And it concludes that,(1)new media contexts have significant effects on all audience’s behavior representation through self-monitoring,and the decreasing order is compliance,steadiness,influence,and dominance in sequence;(2)new media contexts have negative effects on compliance and steadiness of audience’s behavior representation,and has positive effects on influence and dominance;(3)audience’s moral development stages have significant negative moderating effects between new media contexts and self-monitoring,and the regulation effect of social norms between them is not obvious.Finally,according to the conclusion the article suggests some measures and proposals about management of new media.