数字化内容扩散路径:社交媒体用户分享行为的实证报告及动机分析

A New Path for Digital Content Marketing:An Empirical Report and Motivation Analysis of Social Media Users' Sharing Behavior

社交媒体是目前实现内容病毒式传播效果的最佳平台,而用户的分享行为则是实现这一效果的核心要素,文章通过理论分析及对大学生的观察访谈后得知:用户印象管理、个体价值认同与构建、社交关系维护、群体荣誉及群体认同等内在动机,是驱动社交媒体用户进行内容分享的核心动机。而物质奖励等外在动机的介入,反而可能会对用户的内在动机造成干扰,形成驱逐效应。文章由此提出驱动社交媒体用户分享动机的营销策略:提升用户参与感、构建优质社群以及重视情感链接。以此来提升对于用户个人价值、印象管理、社交成本、情感链接等要素的关注。同时要将不同动机的驱动策略组合运用,才能提升用户的分享意愿,最终实现传播效果的优化。

Social media has emerged as the most effective platform for viral content distribution,with user sharing behavior being the key driver behind this phenomenon.Extensive theoretical research and interviews with college students have revealed that intrinsic motivation,rooted in the fulfillment of needs such as impression management,personal value identification and construction,social relationship maintenance,group honor,and group identity,serves as the fundamental driving force behind users' content sharing on social media.Consequently,the introduction of extrinsic motivators,such as material rewards,may impede intrinsic motivation and lead to a counterproductive effect.In light of this,this paper proposes strategies to enhance users' motivation to share on social media.These strategies include fostering a sense of active participation,cultivating high-quality communities,prioritizing emotional connections,and being cautious of potential interference from extrinsic motivations,such as material rewards.By implementing these strategies,the optimization of communication effectiveness can be achieved.