微信使用者使用行为及意图探讨
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摘要
据DCCI互联网数据中心预计,2013年底中国手机网民规模将达到7.21亿,超过7.16亿的PC网民规模,中国真正进入移动互联网时代。微信是2011年推出的即时通讯手机应用,约两年时间使用者数突破3亿。
目前关于微信的研究集中在即时通讯技术自身的特性、功能及其服务品质与使用者满意度等方面,对使用者使用意图和行为很少涉及。
本研究将从使用者的角度出发,以微信为主题,以“科技接受模型”为基础框架,分析使用者对微信的使用意图及行为。同时以“使用与满足理论”相关理论为依据,结合实际案例,深入了解影响使用者使用意图的因素。
全文分四章,第一章介绍本研究的背景、意义、问题和方法。第二章以科技接受模型为基础,加入“认知娱乐性”变量构建研究模型,通过问卷调查法统计分析探讨微信使用者的使用行为。第三章在实证研究的基础上,以传播学“使用与满足理论”为框架,通过文献分析、访谈、体验式研究等方法,结合问卷调查的结论,深入解读使用者的使用行为及意图。第四章集中探讨微信传播中存在的局限性,并对研究中遇到的问题进行反馈及思考。
研究发现,微信个人使用者多为19-35岁高学历的年轻人。主观规范是影响响使用者使用行为的最主要因素,使用者很看重微信是否有用,微信的有用性更能促进使用者的使用意图,使用者认为有用和好用同样重要；使用者对微信的定位倾向于有效易操作的沟通工具,而非娱乐设备,同时认为容易使用比娱乐功能更重要。
微信加强使用者与家人、朋友的接触,满足个人使用者社会整合的需要,同时满足个人使用者的情感需要；合并PC与移动终端,满足个人使用者的认知需要；半私密传播方式满足个人使用者的自我展示和隐私保护之间的平衡。组织机构名人通过官方帐号传递公共信息,巩固其舆论领袖地位,满足社会整合的需要。企业应用微信平台多是客户服务和产品营销。
研究进一步提出需要探讨和思考的问题：微信的媒介属性如何发展；如何应对微信带来的社会伦理困境及犯罪威胁；如何正i确而有效的使用技术手段进行信息的引导和控制；传统的通信方式和新型的互联网通信方式之间的竞争。
According to DCCI Internet Data Center is expected by the end of2013China's mobile phone users will reach721million, more than716million netizens for PC, China really into the mobile Internet era. Instant messaging mobile application Wechat was set up in2011, the number of users reached300million less than two years.
Studies about instant messaging technology, have focused on its characteristics, functionality and its service quality and user satisfaction, the usage intention and behavior rarely involved.
From the user's point of view,Technology Acceptance Model-based framework to analyze the intention and behavior of users of Wechat. The uses and gratifications theory to explain the factors that affect the user on the Wechat. The combination of qualitative and quantitative research methods to analyze the Wechat mode of transmission and dissemination of results.
The paper is divided into four chapters, the first chapter introduces the research background, significance, issues and approaches. Chapter II based on the Technology Acceptance Model, added to the the perceived playfulness variable build research model by statistical analysis of questionnaire survey to explore the use of Wechat user behavior. Chapter III on the basis of empirical research, Communication theory "uses and gratifications" as a framework, through literature analysis, interviews, experiential research methods, combined with the conclusion of the survey, in-depth interpretation of the use of user behavior and intentions. The fourth chapter focuses on the limitations that exist in the spread of Wechat, feedback and reflection on the problems encountered in the study.
The study found that users of the Wechat more highly educated young people between19-35years old. The subjective norm is the most important factor affecting the usage behavior, the user is value the usefulness, the user considers useful and easy to use is equally important; the users of the Wehchat tend to an effective communication tool, rather than entertainment devices, and at the same time easy to use is more important than the entertainment features.
Wechat enhance the contact between user and family, friends, to meet the needs of the individual users of social integration, while meeting the emotional needs of them; combined PC and mobile terminal, information sharing and informed that meet the cognitive needs of individual users; semi-private mode of transmission meet individual user balance between self-presentation and Privacy. Organizations celebrity passed through the official account of public information, to consolidate its leadership of public opinion, to meet the needs of social integration. Enterprise applications Wechat to service customer and product marketing.
The research further to explore the problem:The media properties of Wechat how to development; how to respond to the Wechat of the social ethical predicament and criminal threats; how to properly and effectively the use of technical ways to guide and control of information; and the competition between new Internet communication mode and traditional means of communication.
目前关于微信的研究集中在即时通讯技术自身的特性、功能及其服务品质与使用者满意度等方面,对使用者使用意图和行为很少涉及。
本研究将从使用者的角度出发,以微信为主题,以“科技接受模型”为基础框架,分析使用者对微信的使用意图及行为。同时以“使用与满足理论”相关理论为依据,结合实际案例,深入了解影响使用者使用意图的因素。
全文分四章,第一章介绍本研究的背景、意义、问题和方法。第二章以科技接受模型为基础,加入“认知娱乐性”变量构建研究模型,通过问卷调查法统计分析探讨微信使用者的使用行为。第三章在实证研究的基础上,以传播学“使用与满足理论”为框架,通过文献分析、访谈、体验式研究等方法,结合问卷调查的结论,深入解读使用者的使用行为及意图。第四章集中探讨微信传播中存在的局限性,并对研究中遇到的问题进行反馈及思考。
研究发现,微信个人使用者多为19-35岁高学历的年轻人。主观规范是影响响使用者使用行为的最主要因素,使用者很看重微信是否有用,微信的有用性更能促进使用者的使用意图,使用者认为有用和好用同样重要；使用者对微信的定位倾向于有效易操作的沟通工具,而非娱乐设备,同时认为容易使用比娱乐功能更重要。
微信加强使用者与家人、朋友的接触,满足个人使用者社会整合的需要,同时满足个人使用者的情感需要；合并PC与移动终端,满足个人使用者的认知需要；半私密传播方式满足个人使用者的自我展示和隐私保护之间的平衡。组织机构名人通过官方帐号传递公共信息,巩固其舆论领袖地位,满足社会整合的需要。企业应用微信平台多是客户服务和产品营销。
研究进一步提出需要探讨和思考的问题：微信的媒介属性如何发展；如何应对微信带来的社会伦理困境及犯罪威胁；如何正i确而有效的使用技术手段进行信息的引导和控制；传统的通信方式和新型的互联网通信方式之间的竞争。
According to DCCI Internet Data Center is expected by the end of2013China's mobile phone users will reach721million, more than716million netizens for PC, China really into the mobile Internet era. Instant messaging mobile application Wechat was set up in2011, the number of users reached300million less than two years.
Studies about instant messaging technology, have focused on its characteristics, functionality and its service quality and user satisfaction, the usage intention and behavior rarely involved.
From the user's point of view,Technology Acceptance Model-based framework to analyze the intention and behavior of users of Wechat. The uses and gratifications theory to explain the factors that affect the user on the Wechat. The combination of qualitative and quantitative research methods to analyze the Wechat mode of transmission and dissemination of results.
The paper is divided into four chapters, the first chapter introduces the research background, significance, issues and approaches. Chapter II based on the Technology Acceptance Model, added to the the perceived playfulness variable build research model by statistical analysis of questionnaire survey to explore the use of Wechat user behavior. Chapter III on the basis of empirical research, Communication theory "uses and gratifications" as a framework, through literature analysis, interviews, experiential research methods, combined with the conclusion of the survey, in-depth interpretation of the use of user behavior and intentions. The fourth chapter focuses on the limitations that exist in the spread of Wechat, feedback and reflection on the problems encountered in the study.
The study found that users of the Wechat more highly educated young people between19-35years old. The subjective norm is the most important factor affecting the usage behavior, the user is value the usefulness, the user considers useful and easy to use is equally important; the users of the Wehchat tend to an effective communication tool, rather than entertainment devices, and at the same time easy to use is more important than the entertainment features.
Wechat enhance the contact between user and family, friends, to meet the needs of the individual users of social integration, while meeting the emotional needs of them; combined PC and mobile terminal, information sharing and informed that meet the cognitive needs of individual users; semi-private mode of transmission meet individual user balance between self-presentation and Privacy. Organizations celebrity passed through the official account of public information, to consolidate its leadership of public opinion, to meet the needs of social integration. Enterprise applications Wechat to service customer and product marketing.
The research further to explore the problem:The media properties of Wechat how to development; how to respond to the Wechat of the social ethical predicament and criminal threats; how to properly and effectively the use of technical ways to guide and control of information; and the competition between new Internet communication mode and traditional means of communication.
引文
[1]中国互联网络信息中心.中国互联网络发展状况调查报告[R].2012.
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[3]党吴祺《从传播学角度解构微信的信息传播模式》
[4]刘剑丽陈金鹰《IM即时通信技术特点及发展趋势》 《通信与信息技术》 2012年
[5]蔡茂州《刍议微信微博等新媒体及其发展趋势》《黑龙江生态工程职业学院学报》2012年
[6]《大众文化视角下的“新新”媒介探析—以腾讯微信为研究对象》
[7]曾露.即时通信的传播特点及影响【J】.新闻爱好者,2010.
[8]NARDI B A, WHITTAKER S, BRADNER E. Interaction and Outeraction; Instant Messaging in Action [C].Proceedings of ACM Conference on Computer Supported Collaborative Work,2000.
[9]ISAACS E, et al Characterizing Instant Messaging from Recorded Logs [C]. Proceedings of ACM Conferences on Computer-Human Interaction,2002.
[10]MULLER M J, et al. Introducing Chat into Business Organizations:toward An Instant Messaging Maturity Model [C]. Proceedings of ACM Special Interests Group Conference, 2003.Kaliouby
[11]KALIOUBY R E> ROBINSON P. FAIM:Integrating Automated Facial Affect Analysis in Instant Messaging [C]. Proceedings-of the 9th International Conference on Intelligent User Inter-faces,2004.
[12]STEPHANIE S. Broadcasting Information Via Display Names in Instant Messaging [C]. Proceedings of International ACM Special Interests GROUP Conference on Supporting Group Work,2005.
[13]《即时通讯之服务品质与使用者满意度关系之研究—以台湾地区为例》
[14]王庆森.基于网络即时讯息(IM)的传播范式研究【J】.吉林大学学报.2007.
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[18]沈摸卫,沈勇,乔欲新,等.《即时通讯工具使用体验及其与使用动机和偏好的关系模型》【J】.应用心理学,2008,14(3)：195.
[19]SHORT J, WILLIAM E> CHRISTIE B. The Social Psychology of Telecommunications [M]. London:Wiley,1976.
[20]TUMER J W, REINSCH N L. The Business Communicator As Presence Allocator [J]. Journal of Business Communication,2007,44(1):36—58
[21]LEE KM, NASS C. Designing Social Presence of Social Actors in Human Computer Interaction C Proceedings of ACM Conferences on Computer—human Interaction,2003.
[22]PERSE E. Media Involve Ment and Local News tects L,I Journal of Broadcasting and Electronic Media,1990 34(1):17-36
[23]DAFT R, LENGEL R. Organizational Information Require-menu, Media Richness, and Structural Design仁J}. Management Science,1986,32(5):554—571
[24]Davis, F D. (1989), "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly,13(3),319-340.
[25]Moon, J. W.& Kim, Y. G. (2001), "Extending the TAM for a world-wide-webcontext", Information & Management, Vol.38, Iss.4,217-230.
[26]熊仁明《从受众需要角度论电视新闻编辑的创新》《贵阳学院学报：社会科学版》2009年
[27]戴力农.当代设计研究理念-用户体验?超人性化设计方法[M].上海：上海交通大学出版社,2009.
[28]李慰祖苏秦《科技论文在线模式认同度影响因素调查》《情报学报》 2010年
[29]李立亚,梁亦珉,宁磊.即时通信软件服务器端设计与实现[J].电脑编程技巧与维护,2010.
[30]廖振鹏《erp系统用户满意研究——基于三元交互分析框架》2006年
[31]顾小清付世容《移动学习的用户接受度实证研究》《电化教育研究》 2011年
[32]孙建军 成颖 柯青《TAM模型研究进展——模型演化》 《情报科学》 2007年
[33]李琳琳《IM网络传播中的图形图像语言研究》[J].苏州大学学报.2008.
[34]王赟 贾焕丽《基于LMedS的三维建模方法在虚拟制造中的应用》《现代制造技术与装备》 2012年
[35]郭庆光.传播学教程[M].北京：中国人民大学出版社,1999：59-60.
[36]李孟.《Web2.0时代腾讯QQ的营销传播研究》[J].苏州大学学报.2010.
[37]史桂仁.《传播学视角下的手机短信解读》[J].广西大学学报.2007(10).
[38]齐东道.我用微信给你“打电话”[N].哈尔滨日报.2011.10.25.
[39]熊海燕微信将弹性网络社交推向现实世界中国高新技.[N].术产业导报.2011.9.12.
[40]王哲玮.腾讯微信深触用户心理[J].计算机世界.2012(1).
[41]张伟.微信潮起并非传统短信“生死符咒”[N].中国高新技术产业导报.2011.9.26.
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[2]RENNECKE J, GODWIN L. Theorizing the Unintended Consequences of Instant Sprouts:Working Messaging for Worker Productivity [J].Papers on Information Environments, Systems Organizations,2003,3C3):137—168.
[3]党吴祺《从传播学角度解构微信的信息传播模式》
[4]刘剑丽陈金鹰《IM即时通信技术特点及发展趋势》 《通信与信息技术》 2012年
[5]蔡茂州《刍议微信微博等新媒体及其发展趋势》《黑龙江生态工程职业学院学报》2012年
[6]《大众文化视角下的“新新”媒介探析—以腾讯微信为研究对象》
[7]曾露.即时通信的传播特点及影响【J】.新闻爱好者,2010.
[8]NARDI B A, WHITTAKER S, BRADNER E. Interaction and Outeraction; Instant Messaging in Action [C].Proceedings of ACM Conference on Computer Supported Collaborative Work,2000.
[9]ISAACS E, et al Characterizing Instant Messaging from Recorded Logs [C]. Proceedings of ACM Conferences on Computer-Human Interaction,2002.
[10]MULLER M J, et al. Introducing Chat into Business Organizations:toward An Instant Messaging Maturity Model [C]. Proceedings of ACM Special Interests Group Conference, 2003.Kaliouby
[11]KALIOUBY R E> ROBINSON P. FAIM:Integrating Automated Facial Affect Analysis in Instant Messaging [C]. Proceedings-of the 9th International Conference on Intelligent User Inter-faces,2004.
[12]STEPHANIE S. Broadcasting Information Via Display Names in Instant Messaging [C]. Proceedings of International ACM Special Interests GROUP Conference on Supporting Group Work,2005.
[13]《即时通讯之服务品质与使用者满意度关系之研究—以台湾地区为例》
[14]王庆森.基于网络即时讯息(IM)的传播范式研究【J】.吉林大学学报.2007.
[15]于海涛,付鹰.即时通信原理、技术和应用【J】.信息通信技术,2010.
[16]乔欲新,沈模卫,张锋,等.《即时通讯软体使用动机的探讨》【J】.应用心理学2007.13(2)：125-130。
[17]沈勇,乔欲新,沈模卫,等.《即时通讯工具使用偏好及其与用户使用动机的关系》【J】.应用心理学,2008,14(2)：104.
[18]沈摸卫,沈勇,乔欲新,等.《即时通讯工具使用体验及其与使用动机和偏好的关系模型》【J】.应用心理学,2008,14(3)：195.
[19]SHORT J, WILLIAM E> CHRISTIE B. The Social Psychology of Telecommunications [M]. London:Wiley,1976.
[20]TUMER J W, REINSCH N L. The Business Communicator As Presence Allocator [J]. Journal of Business Communication,2007,44(1):36—58
[21]LEE KM, NASS C. Designing Social Presence of Social Actors in Human Computer Interaction C Proceedings of ACM Conferences on Computer—human Interaction,2003.
[22]PERSE E. Media Involve Ment and Local News tects L,I Journal of Broadcasting and Electronic Media,1990 34(1):17-36
[23]DAFT R, LENGEL R. Organizational Information Require-menu, Media Richness, and Structural Design仁J}. Management Science,1986,32(5):554—571
[24]Davis, F D. (1989), "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly,13(3),319-340.
[25]Moon, J. W.& Kim, Y. G. (2001), "Extending the TAM for a world-wide-webcontext", Information & Management, Vol.38, Iss.4,217-230.
[26]熊仁明《从受众需要角度论电视新闻编辑的创新》《贵阳学院学报：社会科学版》2009年
[27]戴力农.当代设计研究理念-用户体验?超人性化设计方法[M].上海：上海交通大学出版社,2009.
[28]李慰祖苏秦《科技论文在线模式认同度影响因素调查》《情报学报》 2010年
[29]李立亚,梁亦珉,宁磊.即时通信软件服务器端设计与实现[J].电脑编程技巧与维护,2010.
[30]廖振鹏《erp系统用户满意研究——基于三元交互分析框架》2006年
[31]顾小清付世容《移动学习的用户接受度实证研究》《电化教育研究》 2011年
[32]孙建军 成颖 柯青《TAM模型研究进展——模型演化》 《情报科学》 2007年
[33]李琳琳《IM网络传播中的图形图像语言研究》[J].苏州大学学报.2008.
[34]王赟 贾焕丽《基于LMedS的三维建模方法在虚拟制造中的应用》《现代制造技术与装备》 2012年
[35]郭庆光.传播学教程[M].北京：中国人民大学出版社,1999：59-60.
[36]李孟.《Web2.0时代腾讯QQ的营销传播研究》[J].苏州大学学报.2010.
[37]史桂仁.《传播学视角下的手机短信解读》[J].广西大学学报.2007(10).
[38]齐东道.我用微信给你“打电话”[N].哈尔滨日报.2011.10.25.
[39]熊海燕微信将弹性网络社交推向现实世界中国高新技.[N].术产业导报.2011.9.12.
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