认知视角下社交媒体持续使用行为的元分析

A Meta-analysis of Social Media Continuous Use Behavior from the Cognitive Perspective

针对社交媒体持续性使用行为的实证研究结果存在不一致现象,有必要从平台认知层面和个体认知层面进行统一,明确社交媒体用户持续使用行为的前置变量与后置变量的关系并验证关键调节变量。文章构建认知视角下社交媒体持续使用行为的理论模型,筛选出包含15227个样本的41篇中英文实证类文献。采用元分析方法,基于期望确认模型综合分析12组变量间的关系强度,从性别、社会群体以及平台类型三个维度,探讨影响因素与社交媒体持续使用行为间的调节效应。结果表明:社交媒体用户持续使用模型中12组变量均显著相关,验证了期望确认模型在社交媒体领域的普适性,平台和个体认知因素对用户满意度以及持续使用意愿均有正向影响,调节变量性别与平台类型在变量之间具有部分调节作用,其中工作学习型平台的调节作用最强。

There are inconsistencies in the results of empirical studies on social media persistent use behavior,and it is necessary to unify the platform cognitive level and individual cognitive level,to clarify the relationship between antecedent and posterior variables of social media userspersistent use behavior and to validate the key moderating variables.The article constructs a theoretical model of social media continuous use behavior under the cognitive perspective,and screens 41 items of empirical literature in English and Chinese containing 15,227 samples.Using meta-analysis,the article analyzes the strength of the relationship between 12 groups of variables based on the expectation confirmation model,and explores the moderating effects of the influencing factors on social media persistent use behavior in terms of three dimensions:gender,social group,and platform type.The results show that the 12 variables in the model of social media userscontinuous use are significantly correlated with each other,which verifies the generalizability of the expectation confirmation model in the social media field,platform and individual cognitive factors have a positive effect on userssatisfaction and their intention to continue to use social media,while the moderating variables of gender and platform type partially moderated the relationship between the variables,and the strongest moderating effect was found in the case of the work-study type of platforms.