偶遇信息分享行为的影响因素组态路径研究:基于fsQCA与多元回归的双重分析

Research on the Influencing Factors of Encountering Information Sharing Behavior:Dual Analysis Based on FSQCA and Multiple Regression

[目的/意义]偶遇信息分享行为有助于实现个体信息需求的满足,推动信息价值创造。文章旨在揭示微信半公开式(看一看)和公开式(朋友圈)偶遇信息分享行为的影响因素组态路径及其差异,为社交网络平台打破信息茧房、提供优质信息服务起到指导和借鉴的作用。[方法/过程]研究以微信用户为研究对象,选取分享主体、分享动机和分享客体三个方面的变量,通过问卷调查获取数据,采用模糊定性比较方法探索和多元回归分析验证偶遇信息分享行为的影响因素组态路径。[结果/结论]研究结果表明,半公开式偶遇信息分享行为的组态路径包括利他动机型和特质积极型;公开式偶遇信息分享行为的组态路径包括质量驱动型、热点引导型和信息综合型;信息客体层面的要素是触发半公开式和公开式偶遇信息分享行为的重要核心因素,其中信息有用性在两类组态路径中均作为核心条件存在且通过了回归检验;而个体心理成本、情感认同是造成半公开式和公开式偶遇信息分享行为组态路径不同的潜在原因。

[Purpose/significance]Encounter information sharing behavior contributes to meet the information needs of the individual,promote information value creation.This paper aims to reveal and verify the configuration paths and differences of influencing factors focusing on Wechat semi-open and open encountering information sharing behavior.This paper can provide some guidance and reference for the Wechat platform to break the information cocoon and provide high quality information service.[Method/process]Taking WeChat users as the research object,this paper selected variables of sharing subject,sharing motivation and sharing object.Based on the questionnaire data,this paper adopts Fuzzy-set qualitative comparative analysis and multiple regression analysis to explore and verify the configuration path of influencing factors of encounter information sharing behavior.[Result/conclusion]The research results show that the configuration path of semi-open information sharing behavior is altruistic motivation type and positive trait type;the configuration path of open information sharing behavior is quality driven type,hot spot guided type and information integrated type;the factors of information object level are the core factors that trigger semi-open and open information sharing behavior,among which information usefulness is the most important factor that existing as the core condition in the two kinds of configuration paths and passing the regression test;individual psychic cost and emotional identification are the potential reasons for the different configuration paths of semi-open and open encountering information sharing behavior.