Page 140 - JOURNAL OF LIBRARY SCIENCE IN CHINA 2015 Vol. 41

Luchuan LIU & Kai SUN / Analysis of the relationship between microblogging users’ affections and users’ satisfaction 139

referring to Westbrook’s affection measurement method, it asks participants to score each affective
experience according to frequency of the affection they have experienced. It classifies the results
and obtains positive affections and negative affections. Meanwhile, it uses a user satisfaction
scale to measure user satisfaction of micro-blogs. And by setting positive affections and negative
affections as the independent variable and user satisfaction as the dependent variable, it tests
the regression equation through regression analysis. Test results of the hypotheses are shown in
Table 10. The results suggest that micro-blog user’s positive affections have a significant positive
impact on their satisfaction, and negative affections have no significant impact; micro-blog user
experience has a regulatory function on the relationship between affections and satisfaction, and
gender and age have no significant regulatory function.

Table 10. Summary of the test results of the hypotheses
Hypotheses Whether they are supported by the data
Hypothesis 1 (H1) Yes
Hypothesis 2 (H2) No
Hypothesis 3 (H3) No
Hypothesis 4 (H4) No
Hypothesis 5 (H5) Yes

Happiness and interest are the major affective states of micro-blog users. In 25 kinds of
affections we got, happiness and interest are the mostly reported affections, with 41.7% and 11.1%
of the participants reported that they have experienced the two affections respectively when using
micro-blogs, both of which accounted for 52.8% of all participants. In phase two, in the 16 kinds
of affections we measured, the mean value of all positive affections is greater than 4.8; except
for excitement, the mean value of all other affections is greater than 5, and the mean value of
positive affections is greater than 5. The mean value of all negative affections is less than 3.21,
and the mean value of negative affections is less than 3.1. This suggests that using micro-blogs
is mainly a process of feeling positive affections like happiness. This also proves that micro-blog
is an entertainment-based information system; its users behavior is mainly the pursuit of intrinsic
motivations like positive affections.
Positive affections significantly affect micro-blog user’s satisfaction. Our research finds that
positive affections and user satisfaction is significantly correlated at the 0.01 level. Through the
regression analysis, we find that the non-standardized regression coefficient of positive affections
and user satisfaction is 0.327, which is significant at the 0.01 level. We prove that positive
affections have a significant positive impact on micro-blog user satisfaction. Through the specific
analysis of the relationship between each affective state of positive affections and user satisfaction,
we find that positive affections, such as happiness, fullness, excitement, interest, likeness, ease,
novelty, surprise and freedom, and user satisfaction have a significant positive correlation, among