基于SPSS的大学生微博持续使用行为影响因素研究

Research on the Influencing Factors of Undergraduates’ Continued Use of Weibo Based on SPSS

微博可以说是中国最大的社交媒体,大学生不仅是微博平台的主要用户,也是突发事件中网络舆情传播的重要群体。大学生微博持续使用行为影响因素的研究对于理解公众网络舆情传播,有效进行舆情治理具有重要的现实意义。本文以大学生为研究对象,基于使用和满足理论、信息系统持续使用理论,建立了影响大学生微博持续使用行为的研究模型,通过问卷星获取221份有效问卷,基于SPSS进行了相关性分析和回归分析,研究结果表明:持续使用意向显著影响微博持续使用行为,信息需求与社会需求对感知有用性和使用满意度有显著的正向影响,感知有用性和使用满意度正向影响持续使用意向,并进而影响大学生持续使用行为。本文的研究结果,一方面对于网络舆情传播引导提供了可借鉴之处,另一方面也为社交媒体的平台开发商提升用户粘性提供参考。

Microblog is the largest social media in China.College students are not only the main users of microblog platform,but also an important group of network public opinion communication in emergencies.The research on the influencing factors of College Students’ continuous use of microblog has important practical significance for understanding the public network public opinion communication and effective public opinion governance.This paper takes college students as the research object,based on the use and satisfaction theory and the continuous use theory of information system,a research model affecting the sustainable use of College Students’ microblog is established,221 valid questionnaires were obtained through questionnaire star,correlation analysis and regression analysis were carried out based on SPSS,the results show that:Continuous use intention significantly affects the continuous use behavior of microblog,information demand and social demand have a significant positive impact on perceived usefulness and use satisfaction, perceived usefulness and use satisfaction positively affect continuous use intention,and then affect the sustainable use behavior of college students.The research results of this paper, on the one hand it provides a reference for the communication and guidance of network public opinion, on the other hand, it also provides a reference for social media platform developers to improve user stickiness.