【摘要】 微博作为一种社交媒体,具有社交属性和媒体属性,然而学术界和企业界对于微博的属性却存在着争议。本文以新浪微博为研究载体,对微博用户的动机、满意度和使用行为之间的关系进行实证分析,探寻微博社交属性和媒体属性的强弱。研究结果表明,社交满意度对使用行为没有显著的影响,媒体满意度对使用行为有正向的影响。因此,微博的媒体属性更强,用户使用微博主要为了获取自己感兴趣的信息。更多还原

【Abstract】 Microblogging has social and media attributes,nevertheless,properties of microblogging are still under discussion in academia and business.This study explores the relationship between motives,satisfactions and user behaviors in the context of Sina-microblog,to identify its social and media attribute.The results show that media satisfaction is positively related to amount of microblogging usage;social satisfaction is not significantly related to microblog use.So Sina-microbolg is stronger in media attribute than social attribute,and users use it in order to acquire information.更多还原