资源描述：
《微博用户的转发商业信息的动机的研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、上海交通大学硕士学位论文控制变量对微博用户转发动机的影响方面，人口统计特征对转发动机有部分影响，微博使用情况对转发动机没有影响。关键词:商业信息转发，动机，微博2万方数据上海交通大学硕士学位论文THEMOTIVATIONSOFMICROBLOGGERSFORWARDINGCOMMERCIALSABSTRACTTheemergenceofmicroblogoverturnsthetraditionalwayofinformationdissemination.Inordertoexpandtheirinfluence,morean
2、dmoreenterprisesandindividualsbegintospreadcommercialsthroughmicroblog.Therefore,thispaperaimsatexploringthemotivationsofmicrobloggersforwardingcommercialsfromacommunicationandpsychologyperspective.Totheoryaswellastopractice,thistopicisalwayssubjecttonumerousstudies,
3、soofgreatimportanceineveryaspect.Basedontheoriesofusesandgratifications,self-determinationtheoryandtechnologyacceptancemodel,wehavebuiltaguidancemodelofmotivationsasresearchframework.Throughaquestionnairesurveyof277sampledmicrobloggers,wehavefoundthat:(1)Themotivatio
4、nsofmicrobloggersusersforwardingcommercialsmainlyincludingself-expressionmotivation,altruismmotivation,socialmotivation,leisureandemotionalexpressionmotivation,contentmotivation.(2)Inthesamedegreeoffivetypesofmotivations,self-expression3万方数据上海交通大学硕士学位论文motivationhast
5、helargestdrivingforce,followedbyaltruisticmotive,socialmotivation,leisureandemotionalexpressionmotivation,contentmotivation.(3)Onthecorrelationbetweenforwardmotivationandbehavior,self-expressionmotivationandsocialmotivationareincloserelationtotheforwardingbehavior.Th
6、eothersarenot.(4)Ontheeffectsfromcontrolvariablestoforwardingbehavior,demographiccharacteristicshavesomeeffectonforwardingbehavior.Microbloguseconditionshavenoeffectonforwardingbehavior.KEYWORDS:commercialsforwarding,motivations,microblog4万方数据万方数据上海交通大学硕士学位论文目录摘要....
7、............................................................................................................................1ABSTRACT.....................................................................................................................3第一章绪论...........
8、.......................................................................................................101.1研究问题...................
