用户对微信品牌个性的认知与其自我呈现行为的关系研究

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!万方数据DissertationSubmittedtoShanghaiJiaoTongUniversityfortheDegreeofMaster!!!!TheRelationshipbetweenUsers’PerceptionofBrandPerson

2、alityofWechatandSelf-presentationonWechat!!!!!AcademicDegreeAppliedforbMasterofArtsSpecialitybJournalismandCommunicationAffiliationbSchoolofMediaandDesignDateofDefencebJan,2014Degree-Conferring-InstitutionbShanghaiJiaoTongUniversity!!!!!!!!!!万方数据万方数据万方数据万方数据i͜ԊƯǍϔƥǍ¹ҡˍ!^!§!ϚвϱկͺȌľåΠȒ˙κɬ

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ŷΎuɎ!I!万方数据i͜ԊƯǍϔƥǍ¹ҡˍ!ABSTRACT!SinceSNSshavesweptaroundtheworld,andSNSshavebecometheoverridingmeansofself-presentation.Scholarsinmanyfieldsstartedfocusingtheirresearchesonusers’motivationandbehaviorofself-presentationonSNSs.However,th

6、ereisstillaresearchgapintheareaofself-presentationonSNSs.Previousscholarspreferattributingdifferencesofself-presentationbehaviorsonSNSstofunctionaldifferencesofSNSs.AsfeaturesandserivesofSNSshavebecomemoreandmorecomprehensiveandcompleted,functionalattributesofSNSsaremorealikethandiffere

7、nt.Therefore,differencesinfunctionaltraitsareinsufficienttoexplaindifferencesinself-presentation.TakingTecentWechatasanexample,Idecidetoshiftmyattentionawaytofindouttherelationshipbetweenusers’perceptionofbrandpersonalityofSNSandtheirself-presentationbehavirosonSNS.Themainmetho