弱连接社交媒体可供性与青年群体的持续使用意愿--线上社会资本与感知价值的链式中介效应

The Affordances of Weak-Tie Social Media and the Continuous Use Intention of the Youth:Based on the Chain Mediating Effect of Network Social Capital and Perceived Value

当前弱连接社交媒体已经成为一种新兴媒介。研究用户对弱连接社交媒体产生接触的机制以及持续使用的意愿,在深度媒介化时代具有重要的价值。本研究以可供性理论作为基础,以弱连接社交媒体Tape提问箱作为研究对象,通过问卷调查法以及结构方程模型分析青年群体样本。结果表明,线上社会资本与感知价值在弱连接社交媒体可供性与持续使用意愿之间起链式中介作用;同时,匿名可供性对于桥接型和粘连型两类线上社会资本均有显著的正向预测作用。因此,弱连接社交媒体满足了用户预期,成为青年人舒缓媒介社交压力、寻求他人理解和认同的情感场域。

Weak-tie social media has become an emerging medium nowadays.In the era of deep mediatization,it is valuable to study the mechanism of the weak-tie social media and the continuous-use intention of users.Based on affordance theory,we analyzed the youth's use of weak-tie social media,Tape,through the method of questionnaire survey and structural equation modeling.The results indicated that network social capital and perceived value acted as chain mediation factors between the affordances of weak-tie social media and the continuous-use intention of the youth.Meanwhile,its anonymity affordance had a significant positive effect on both bonding and bridging social capital.The weak-tie social media satisfies the needs of the youth to relieve social pressure and gain recognition from others,thus strengthening their continuous use intention.