社交媒体感知价值的量表开发及验证

Media Perceived Value in Social Media:Scale Development and Validation

为更好地解释受众的媒介消费行为,引入管理学的感知价值概念,可以从传播学的角度阐释社交媒体感知价值的内涵,构建相应的研究模型研究发现:社交媒体感知价值包括信息价值、组织交往价值、人际交往价值、休闲娱乐价值、情感和社会地位价值等5个维度,并开发相关量表(MPV Scale);维度之间存在着层次关系,前两个维度对后面三个维度有着显著的驱动作用,以此构建社交媒体感知价值的结构模型(MPV Model)。该量表具有较好的信度和效度,可作为社交媒体感知价值的测量工具。

In order to explain the audience's media consumption behavior,this paper introduces the concept of perceived value,explains the connotation of social media perceived value from the perspective of communication,and constructs the corresponding research model.The research finds that:the social media perceived value includes information value,organizational communication value,social networking,entertainment value and social status value,and develops the related scale(MPV scale);There is a hierarchical relationship between dimensions.The information value and organizational communication value have a significant driving effect on the latter three dimensions.The research also reveals the structural relationship among the five measurement dimensions and verifies the structural model of media perceived value(MPV Model).The developed scale,with good reliability and validity,can be used as a measurement tool of media perceived value(MPV scale)in future studies.