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近年来,社交网络正成为人们相互交流不可或缺的工具,用户对其内容的转发意愿引起了国内外学者的广泛研究,大部分学者的研究角度都从用户动机展开,基于用户特征和信息特征研究用户转发意愿的文献相对较少。本文考察关系类型和信息类型对社交网络用户转发意愿的影响,探讨权力距离和大五人格的调节作用。通过方差分析、多元线性回归分析等对理论模型和研究假设进行检验,研究结果表明:关系类型和信息类型对社交网络用户转发意愿有显著的影响;权力距离在关系类型与转发意愿的关系中起调节作用;神经质和经验开放性人格特质在信息类型与转发意愿的关系中调节作用显著。
In recent years, social networks are becoming an indispensable tool for people to communicate with each other. The willingness of users to forward their content has aroused extensive researches at home and abroad. Most scholars’ research perspectives are based on user motivation. Based on user characteristics and information features There is relatively little literature on the willingness of users to forward their ideas. This article examines the impact of relationship types and types of information on social networking users’ willingness to forward and explores the regulatory role of power distance and Big Five personality. Through the analysis of variance and multivariate linear regression analysis, the theoretical model and research hypothesis are tested. The results show that the relationship type and the type of information have a significant impact on the willingness of social network users to forward; the power distance plays a role in the relationship between the type of relationship and the intention to forward Regulatory effect; neuroticism and experience of open personality traits in the relationship between the type of information and forward the role of regulation is significant.