殷国鹏,崔金红.社会性网络服务用户使用激励因素研究——基于U&G理论的社会化视角[J].中国图书馆学报,2013,39(1):51~62
Why People Use Social Networking Service: An Empirical Investigation on Social Uses and Gratifications
社会性网络服务用户使用激励因素研究——基于U&G理论的社会化视角
  
DOI：
Key words:Social networking service,Uses and gratifications,Social gratification,Motivations
中文关键词:  社会性网络服务,使用与满足,社会化满足,激励因素
基金项目:本文系国家自然科学基金青年项目“社会性网络服务持续使用理论模型及实证研究”（项目编号：70901020）的研究成果之一。
Author NameAffiliation
Yin Guopeng 对外经济贸易大学信息学院 北京 100029 
Cui Jinhong 对外经济贸易大学信息学院 北京 100029 
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Abstract:
The research utilizes the "uses and gratifications" perspective to better understand the specific uses of social networking service (SNS) and corresponding social gratifications. These social gratifications are discussed and related to two key indicators: frequency of visit，amount of time spent，in order to understand the motivations and patterns of SNS usage. We then apply the research hypotheses in an empirical study，in which we collect and analyze survey data from the users of a major Chinese SNS. The results of the study reveal the SNS usage would be more motivated by social gratifications related to the maintenance of offline relationship and information sharing. The social gratification related to the self-presentation has a significant impact on frequency of visit，but not on amount of time spent. The social gratification related to the building of online relationship doesn't motivate the SNS usage. 4 tabs. 45 refs.
中文摘要:
      本文从“使用与满足”（Uses and Gratifications，U&G）理论的社会化视角出发，探讨社会性网络服务（Social Networking Service，SNS）用户从哪些特定使用能够获得社会化满足，分析他们与SNS用户的访问频率、使用时长之间的相关关系，进而把握SNS用户使用的激励因素与行为规律。作者选择本土领先的社会性网络服务——人人网用户为研究对象，通过问卷方法进行数据收集，并且对于模型进行实证检验与分析。实证结果表明：旧关系维持、信息分享是SNS用户社会化满足的两个重要来源，并且激励用户经常、长时间地访问社会性网络服务；自我展现也是SNS用户社会化满足的重要来源，会促使用户经常性访问，但是并不会占有用户太多时间；新关系建立并不会导致用户社会化满足，也并非实际使用的激励因素。表4。参考文献45。
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