Abstract:

This article explores members’ psychological mechanism for participating in microblogs community, with the application of methods of multiple regression and path analysis. It shows that members’ perception of the credibility of microblogs content and self-presentation are two important psychological processes. Furthermore, the impacts of members’ motivations of self-representation, informational value, entertainment value and social enhancement on their behaviors for participating in microblogs community are both mediated by the variables of the perception of the credibility of microblogs content and self-presentation. The conclusions have some practical significances in managing microblogs community and guiding public opinion for microblogs service providers and government departments.

Key words: microblogs community, community members, community participation, psychological mechanism

摘要：

利用多元回归和路径分析法, 探讨成员参与微博社区的心理机制。研究发现, 成员对微博信息的可信性感知和自我呈现是微博社区参与的两个重要心理过程。并且, 可信性感知和自我呈现对自我表达、信息价值、娱乐价值和社会强化动机影响参与行为都存在中介效应。研究结论对微博服务商以及政府部门管理微博和引导微博舆论具有重要的实践价值。

关键词: 微博社区, 社区成员, 社区参与, 心理机制