微博话题用户参与动机与态度研究

摘要

Purpose/Significance] Microblog topic participation influences the development of internet public opinion, and research on user's participation motivation and attitude of the microblog topics has great significance in exploring the development mechanism and path of internet public opinion. [ Method/Process] This paper constructed a user participation motivation and attitude model of microblog top-ics according to prior studies on social media participation motivation and attitude. Further analysis based on the data collected via question-naires using the multiple regressions method verified each participation motivation's influence on attitude and the moderating roles of sex, age, degree and etc. [ Result/Conclusion] The results show that entertainment, information motivation, social motivation, altruistic moti-vation and self-improvement have positive effect on participation attitude of microblog topics, of the various types of microblog topics, so-cial hot issues, entertainment events and healthcare information rank the top three of maximum participation topics with the main motiva-tion being self-improvement, information motivation and entertainment respectively. of the impact of different moderating variables on user 's participation attitude, age and degree have no significant effect, microblog usage time has negative impact, and using frequency has sig-nificant positive influence.%[目的/意义]微博话题参与直接影响网络舆情发展，研究用户参与微博话题的动机和态度对分析和研究网络舆情发展机理和路径具有重要意义。[方法/过程]借鉴社交媒体参与动机和态度的研究，构建微博用户话题参与动机与态度的研究模型。通过问卷调查收集数据，利用多元回归分析，验证各参与动机对态度的影响作用及性别、年龄和学历的调节作用。[结果/结论]研究发现休闲娱乐、信息动机、社交动机、利他动机以及自我提升对用户微博话题的参与态度正向影响作用显著，而对于不同类型的微博话题中社会热点、休闲娱乐和生活健康这三类话题参与数最多，主要参与动机依次是自我提升、信息动机和休闲娱乐。调节变量中，年龄和学历对话题参与态度均无显著影响，而微博使用时间负向影响参与态度，使用频率正向影响用户的参与态度。