摘要
虽有大量研究关注社交媒体,但通过媒介依赖理论,实证研究社交媒体用户线上线下社交行为的研究很少,而用户通过使用社交媒体不断满足自身的社交需求,对社交媒体产生依赖,进而会影响用户线上和线下行为。因此,本文根据媒介依赖理论,选取社交媒体最流行的三类主题:时事话题、体育竞技话题和动漫游戏话题,建立社交媒体依赖度对用户线上参与以及线下交流的影响模型,提出研究假设,通过问卷星平台共收集220份有效问卷,采用SPSS25和Amos25对问卷数据进行分析和实证研究。研究结果表明:1) 社交媒体依赖度对时事话题、体育竞技话题和动漫游戏话题的线上参与有直接正向影响;2) 社交媒体依赖度对时事话题的线下交流有直接正向影响;3) 体育竞技话题和动漫游戏话题的线上参与对线下交流均有显著正向影响;4) 社交媒体依赖度对体育竞技话题和动漫游戏话题的线下交流均无显著影响;5) 时事话题的线上参与对线下交流无显著影响。由此,为社交媒体的发展提供策略指导。
Although a large number of studies have focused on social media,there are few empirical studies on the online and offline social behaviors of social media users through the theory of media depen-dence.By using social media,users constantly meet their social needs and become dependent on so-cial media,which will further affect users'online and offline behaviors.Therefore,in this paper,ac-cording to the media dependency theory,selecting three most typical topics in social media of cur-rent news topics,sports topics and game topics,the influence model of social media dependence on users'online participation and offline communication is established to propose the research hypo-thesis.Through the questionnaire star platform,altogether 220 valid questionnaires are collected.Then SPSS25 and Amos25 are used to analyze the questionnaire data for empirical studies.Research results show that 1)social media dependence has a direct positive impact on online participation in the topics of current news,sports and games;2)social media dependence has a direct positive impact on offline communication in the topics of current news;3)online participation in both sports topics and game topics has a significant positive impact on offline communication;4)the dependence of social media has no significant impact on both offline communication of sports topics and game topics;5)online participation in current news has no significant impact on offline communication.Thus,the strategic guidance for the development of social media is provided.
出处
《新闻传播科学》
2019年第2期7-17,共11页
Journalism and Communications
基金
国家社科基金“十三五”规划教育学一般课题,项目编号:BFA180064
上海市哲学社会科学课题,项目编号:2016BGL002
同济大学研究生教育研究与改革项目资助(项目编号ZD1903018)。
