【摘要】 移动社交网络已成为用户娱乐、社交等的重要媒介。本文选择学者们常忽略的社会网络结构视角,整合并构建了成本-收益框架,引入个体特征变量——自恋,深入分析其对用户内容创造行为、内容分享行为的交互效应。采用问卷调查与客观数据结合的实证方法,分析342份样本发现:社会网络规模增大,会促进用户进行内容创造与分享;社会网络结构复杂化即网络密度、网络多样性的增大,会抑制用户创造内容。自恋显著调节网络规模与内容创造行为关系;同时显著调节网络密度、网络多样性与内容创造行为、内容分享行为的关系。社会网络与自恋对内容创造行为、内容分享行为的影响效果存在差异。更多还原

【Abstract】 Mobile social network site has become an important entertainment and social medium.In this context,we select the social network perspective which scholars often overlook,integrate and build a cost-benefit framework and bring in an individual characteristic variable——narcissism,to analyze the interactive effect between social network and narcissism on users’ content creation behavior and content sharing behavior.Based on 342 samples from empirical questionnaire survey and objective data,network size has positive effect on both content creation behavior and content sharing behavior;while when social network construct becomes complicated which means the increased network density and network diversity can inhibit users to creat content.Narcissism can significatly moderate the relationship between network size and content creation behavior,while it also respectively moderate the relationship between network density,network diversity and content creation behavior,content sharing behavior.There are some differences between content creation behavior and content sharing behavior when social network and narcissism respectively influence them.更多还原