【作者】 马丽；

【导师】 陈红梅；

【作者基本信息】 华东师范大学 ， 新闻学， 2014， 硕士

【摘要】 当人类社会进入到了Web3.0的全新体验时代,腾讯公司凭借自身强大的研发能力,为中国老百姓送上了“微信大餐”。这款能够发送语音短信、文字、图片、视频、表情,并拥有社交、娱乐、在线支付、生活服务等功能的移动通讯工具,被广泛地应用于生活的方方面面。在现代企业管理中,微信作为新的办公交流工具崭露头角,与传统的办公工具相比,其力量尚显单薄,但微信在企业内部传播中的使用潜力有较大的开发空间。根据组织传播媒介选择的媒介丰裕度理论和社会信息处理模型,任务和媒介的自身特征、社会环境的影响、个体的差异、以往的知识积累和经验等等都是影响媒介选择的重要原因,而这些因素是否会对微信在企业中的使用产生影响,这将是本次研究所要探讨的。本论文以三家私营企业中的员工为研究对象,通过问卷调查和深度访谈的形式,对微信在企业内部传播中的使用情况及影响其使用的原因进行分析。在回收的207份有效问卷中,通过使用SPSS Statistics17.0数据分析软件进行多元回归分析,将人口变量因素、媒介丰富度、任务复杂度、情境因素与微信的日均使用时间进行了回归测试,得出的结论在一定程度上证明了哪些因素对微信使用产生影响。通过测试得出,情境因素、媒介丰富度、任务复杂度是影响微信在企业中使用的重要原因,其中情境因素影响力最大,媒介丰富度的作用也比较强。而与媒介丰裕度理论的观点恰好相反的是,任务的复杂度越高反而会减少微信的使用时间。人口变量对于微信在企业中的使用影响较小,人口变量的不同并不能引起使用时间的显著差异。此外,通过深度访谈了解到,微信在企业内部传播中的使用率并不高,仅在人员分散、流动性大的任务以及成员间的非正式聊天中使用较多。本次研究为组织传播的媒介选择理论提供了新的观察视野,同时能为现代企业的良好运行提供帮助,具有一定的理论和现实意义。更多还原

【Abstract】 When the human society comes into the era of the new experience of Web3.0, Tencent company offers a "Wechat feast" for the Chinese people relying on its own strong research and development ability. Wechat is a magic mobile communication tool which can send voice messages, texts, images, videos, expressions and it has various kinds of functions such as social interaction, entertainment, online payment, life service and many other functions, so it is widely used in every aspects of life. In the modern enterprise management, Wechat is a new office communication tool, compared with the traditional office tools, its power is still weak. However, the use potential of Wechat for corporate internal communications still has a larger development space. According to the media richness theory and the social information processing model in the field of organizational communication, the characteristic of task and media, the influence of social environment, the individual differences, the accumulated knowledge and the experience of the past are all important influential factors of media choices. Whether these factors affect the use of Wechat in the corporate will be explored in the research. In this paper, employees of three private enterprises are the research objects. Through the questionnaire survey form and depth interview, we will analyze the usage of Wechat in the corporate internal communications and the influencial reasons for its use. In the207recycling valid questionnaires, by using SPSS Statistics software to do the multiple regression analysis, the relationship between population variable factors, media richness, the complexity of task, situational factors and the daily time of Wechat use will be tested. To some degree, the conclusion justifies the influencial factors of Wechat use. Through the test, situational factors, media richness, and task complexity are important factors affecting Wechat use in the corporate communication. The situational factor is the most influential factor, and the media richness is also important factor. Contrary to the media richness theory, the higher the complexity of the task is, the shoter the time of Wechat use is. Demographic variable has little influence on the use of Wechat in the corporate and different demographic variables do not cause significant time differences. In addition, through the depth interview, we learn that WeChat is not widely used in the corporation internal communications, but frequently used in the flexible tasks and informal chats between members. The study of medium choice in the corporate communication will provide a new horizon which would make the modern corpotate run well, so it has a significant theoretical and practical function.更多还原