强弱关系视角下社交媒体平台摇摆行为研究

Study of Social Media Platform-Swinging Behavior under the Perspective of Strong and Weak Ties

平台摇摆行为已成为当前用户主要的社交媒体使用形式。社会关系是用户平台摇摆的动机之一,通过网络问卷收集数据,使用结构方程模型检验人际关系强度对平台摇摆行为的影响。结果显示,强关系和弱关系正向影响摇摆态度,且弱关系的影响程度大于强关系;研究将摇摆成本作为中介因素,发现摇摆成本在强弱关系对摇摆态度的影响中发挥了中介作用;社交媒体倦怠没有调节强弱关系对摇摆态度的影响。研究发现,关系越强摇摆行为发生的频率越高,当弱关系增强到一定程度对摇摆行为产生有益影响;摇摆行为并非一定会带来负面影响,在摇摆的过程中用户通过自我调节保持摇摆行为的平衡;基于人际关系的平台摇摆在一定程度上可缓解人机层面的社交倦怠。

Platform-swinging behavior has become the main form of social media use for current users. Social ties are one of the motivations for users’ platform-swinging, and data are collected through a web-based questionnaire using Structural Equation Model to test the effect of tie strength on platform-swinging behavior. The results show that strong and weak ties positively affected swinging attitudes, and weak ties had a greater effect than strong ties;the study used swinging cost as a mediator and found that swinging cost played a mediating role in the effect of strong and weak ties on swinging attitudes;and social media burnout did not moderate the effect of strong and weak ties on swinging attitudes. It was found that the stronger the social tie, the higher the frequency of swinging behavior. And when the weak tie is strengthened to a certain extent, it has a beneficial effect on swinging behavior;swinging behavior does not necessarily bring negative impacts, and in the process of swinging, users maintain the balance of swinging behavior through self-adjustment;platform swinging based on interpersonal relationships can, to a certain extent, alleviate the social burnout at the human-computer level.