关键词: 社区成员, 参与动机, 参与行为, 微博社区

Abstract: The authors explore the impacts of members’ motivations for participating in microblogs community on their behaviors for participating, with the application of stepwise multiple regression analysis method. The study shows that the motivations of self-expression, informational value, entertainment value, and attentions for celebrities significantly impact members’ behaviors for participating in microblogs community. Furthermore, self-expression is the most important motivation that impacts the frequency and level of participation in microblogs community, and informational value is the most important motivation that impacts the time of participation. Finally, the conclusions can provide a basis for further studies of the impacting path of members’ motivations on their behaviors for participating in microblogs community and behaviors of participating under the context of social public events. At the practical level, the conclusions have some practical significances in operating and (or) managing microblogs community for microblogs service providers and relevant government departments.

Key words: microblogs community, community members, motivations for participating, behaviors for participating