【作者】 王潇雨；

【导师】 李惠民；

【作者基本信息】 兰州大学 ， 新闻学， 2013， 硕士

【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。更多还原

【Abstract】 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.更多还原