宣講-09分論壇九

UnderstandingRetweetingBehaviourtowardsSeekingMissingPeopleonSinaWeibo

探究尋親類微博的轉(zhuǎn)發(fā)行為

歐楚月澳門大學(xué)12/29/2022研究背景Microblogisareal-timeplatformofinformationsharinganddissemination.InChina,SinaWeiboesthemostpopularmicroblogsince2009.ComparingwithotherSocialNetworkingServices(SNSs),microblogallowuserstofollowothermicrobloggerswithoutsendingapermission,whichmeanspeoplecanfreelyreadotherusers'microblogscontenttheywant.Microblogalsobenefitsfromtheretweetingfunction,becauseuserscouldspreadinformationtoothersthroughretweetingandinterestinginformation"wouldberetweetedmanytimesandspreadtomanyusers"(Tianetal,2012,p.248).12/29/2022研究理論選擇性呈現(xiàn)(Selectiveexposure)：Yangetal(2010)introducedtheconceptofretweetingandignoring,andclaimedthatforasamemessage,someuserswouldretweetitwhilesomemightignoreit,buttheydidnotgiveadeeperanalysis.Boydetal(2010)indicatedthatsometweetscouldinfluencepublicconversationsgreatlythroughmanipulatingmicroblogsystem,forexample,creatingahottopiconmicroblog’s“trendingtopic”pagestoincreaseitsreadingnumber.Usersfromsamecommunitiesaremorelikelytoretweetsameinformation.Thesetweetsareclosetotheirinterestordirectlycorrelatewiththeirlifeortalkabouttheirwork,suchasretweetingconferencetopicinacommunity.

12/29/2022研究理論使用與滿足理論：Quan-HaaseandYoung(2010)usedgratificationssought(GS),gratificationsobtained(GO)andthelevelofsatisfaction/dissatisfactiontostudyyoungpeople’smediafufill,andfoundthegratificationsobtainedfromeachtypeofsocialmediahavedifferencesatisfiedtheirdifferentkindsofgratifications.PhilipandYang（2009)alsonotedthatusersusemicroblogtoseekgratificationswhichbasedonvariousmotivationsandexpectation,andtheGOrepresentsusers’satisfactionrateofusingmicroblog,thatis,howmuchmotivesarefulfilled.Dunneetal(2010)examinedyongpeople’suseofonlineSNSsintermsofGSandGO.TheyfoundanumberofGSfromSNSparticipationincludingcommunication,entertainment,informationsearching,andGOthroughusingSNSsincludingpeeracceptance,relationshipmaintenanceandetc.12/29/2022研究理論線上/線下行為：Rosenetal(2010)examinedusersbehaviourduringonlineandofflinesocialnetworks.Itfoundthatthesizeofstrongtienetwork(STN)havelittlerelationwithspendingmoretimeonSNSs’profilemanagement,butmorelikelyassociatewithmanagingnetworksandphotosharing,andthesenetworkrelationshipsonlylimitintheInternet.Besides,aSNSuserwhoownsalargerstrongtienetworkofflinehasalagernetworksonline.onlinevolunteering：Danetetal(1998)mentionedthattherewereagroupofvolunteerstendedtoofferfreeknowledgeresourcesforpublictouse.Amichai-Hamburger(2008)stated,somepeoplemightbeoverworriedabouttheattitudeandfeelingfromothersiftheyattendedanofflinevolunteerproject,buttheInternetprovidedasecureenvironmentforthemandtheyalsocouldhaveawiderangeoptionstochooseleavingtime.12/29/2022研究問題轉(zhuǎn)發(fā)尋親行為與微博粉絲數(shù)量之間有何關(guān)系？微博轉(zhuǎn)發(fā)尋親行為是否與其線下志愿者經(jīng)歷有關(guān)聯(lián)？在何種情況下微博用戶會(huì)轉(zhuǎn)發(fā)尋親信息？在何種情況下不會(huì)轉(zhuǎn)發(fā)尋親微博？12/29/2022研究方法：定量+定性定量：?jiǎn)柧碚{(diào)查時(shí)間：2012年6~7月招募：利用滾雪球法（snowballingtechnique）通過網(wǎng)絡(luò)招募參與者參與者資格要求：-使用新浪微博-看過或者轉(zhuǎn)發(fā)過尋親類微博回收有效問卷共81份75%參與者來自20~29年齡層約70%參與者獲得本科以上學(xué)歷100%參與者擁有至少3年以上互聯(lián)網(wǎng)使用經(jīng)驗(yàn)12/29/2022定性：半結(jié)構(gòu)化訪談(Semi-structuredinterview)基于調(diào)查問卷中的相關(guān)回答，聯(lián)系其中6名參與者，4名參與者愿意參與訪談。時(shí)間：2012年7月方式：1個(gè)面對(duì)面訪談，3個(gè)QQ語音訪談持續(xù)時(shí)間：15~20分鐘9研究發(fā)現(xiàn)(Findings)粉絲數(shù)量與轉(zhuǎn)發(fā)行為12/29/2022粉絲數(shù)量與轉(zhuǎn)發(fā)行為12/29/2022粉絲數(shù)量與轉(zhuǎn)發(fā)行為研究發(fā)現(xiàn)，粉絲數(shù)量少于100,100~200,201~500的用戶表現(xiàn)出較高(above75%)的尋親類微博轉(zhuǎn)發(fā)行為；粉絲數(shù)量為501~1000的用戶，54%表示有時(shí)會(huì)轉(zhuǎn)發(fā)。Naveedetal(2011)指出，一條信息被轉(zhuǎn)發(fā)的可能性與信息發(fā)送者的粉絲數(shù)量有關(guān)。但這篇研究數(shù)據(jù)顯示，粉絲數(shù)量對(duì)尋親類微博的轉(zhuǎn)發(fā)行為影響不顯著。通過半結(jié)構(gòu)式訪談（semi-structuredinterview）進(jìn)一步了解行為原因。（4名訪談對(duì)象中只有一位表示不會(huì)轉(zhuǎn)發(fā)尋親微博）12/29/2022粉絲數(shù)量與轉(zhuǎn)發(fā)行為Naveedetal(2011)指出，如果用戶的粉絲數(shù)量較少或擁有passivefollowers，他們寫或轉(zhuǎn)發(fā)信息的興趣也會(huì)減少。兩名粉絲數(shù)量低于100的訪談對(duì)象表示，粉絲數(shù)量以及粉絲興趣對(duì)他們的轉(zhuǎn)發(fā)行為影響甚微。Iwillretweetnotforthispurpose[ofincreasingthenumberoffans].Myprincipleofretweetingiswhethertheinformationisappropriateforme.Ithinkthiskindofinformation[ofseekingmissingpeople]alittlebitlikenewsreports,anditbelongstoserioustopicratherthanentertainmentinformation,soithaslittlerelationship[betweenmyretweetingbehaviourandmyfollowers'interest].(Flora)12/29/2022粉絲數(shù)量與轉(zhuǎn)發(fā)行為另外兩位訪談對(duì)象（粉絲數(shù)量分別為100~200,201~500）表示，粉絲興趣有時(shí)會(huì)影響他們的轉(zhuǎn)發(fā)行為。例如，Ben解釋說，他考慮到粉絲的興趣，他有時(shí)候會(huì)轉(zhuǎn)發(fā)一些有趣的內(nèi)容，比如笑話、人生哲理，或一些熱門話題，如歐洲杯。David則表示，在粉絲轉(zhuǎn)發(fā)的微博中，他會(huì)轉(zhuǎn)發(fā)他感興趣的內(nèi)容，但不會(huì)轉(zhuǎn)發(fā)尋親類微博。12/29/2022Discussion:Althougheachrespondenthasdifferentinterestsandretweetingbehaviour,allofthemshowsthecharacteristicthat"usuallyusersretweetthecontentofgeneralinterestorconcernedwiththeaudiencewhofollowstheirtweets"(Naveedetal,2011,p.2),whichisalsoshownpeople'sselectiveretweetingbehaviourineitherretweetingtheirinterestedinformationortendingtoretweetvulnerablegroupinmissingpeople.Moreover,somerespondentsmentionedthattheywillviewnewsinformationastheirinterests,whichmaypromotethemtofollowsomeofficialmicrobloggerswhomainlypostingnewsinformation,suchasnewspaper,whichincreasetheiropportunitytoseethecontentofseekingformissingpeople,especiallyfromsomeSocialNews.Besides,thereareothersourcesforpeopletoseethiskindofcontent.Thesuperstarsorcelebritiesgenerallyaremorelikelytoretweetthiskindofinformationthanordinarypeople,buttheeffectoftheirretweetisnotknown.Forsomemobilephonesoftwares,theyofferssomeinformationplatformswhichpeoplecouldalsoseethiskindofinformationonthem.15研究發(fā)現(xiàn)(Findings)微博轉(zhuǎn)發(fā)尋親行為與線下志愿者經(jīng)歷12/29/2022轉(zhuǎn)發(fā)行為與志愿者經(jīng)歷調(diào)查問卷參與者中，76.5%的人表示有參與過志愿活動(dòng)。12/29/2022轉(zhuǎn)發(fā)行為與志愿者經(jīng)歷Rosenetal(2010)：人們的線下行為會(huì)反射以及影響到他們的線上行為；Amichai-Hamburger(2008)：線上志愿活動(dòng)可以幫助一些人重新定義(redefine)他們的社會(huì)身份。然而，這篇研究發(fā)現(xiàn)，兩者之間的關(guān)系不顯著，是否有過志愿者經(jīng)歷對(duì)轉(zhuǎn)發(fā)行為影響甚微。兩個(gè)有過志愿者經(jīng)歷的訪談對(duì)象都認(rèn)為，線下志愿活動(dòng)能夠更好地呈現(xiàn)自己，獲取更多的幸福感以及成就感。Ithinkdoingvolunteeringworkscouldfirstlyhelppeople,anditalsodependsonpeople'spersonalityofwhichwouldmorelikelytohelpothersandenjoyingawonderfulprocessfromhelpingpeople.(David)12/29/2022轉(zhuǎn)發(fā)行為與志愿者經(jīng)歷他們認(rèn)為自己的線下志愿者經(jīng)歷對(duì)線上轉(zhuǎn)發(fā)行為沒有影響，不過也認(rèn)可轉(zhuǎn)發(fā)求助類微博是一種另類志愿活動(dòng)。[onlineretweet]dependsonindividual'sthoughts,ifhethinkstheretweetcouldhelppeople,itcouldbeakindofvolunteeringservices.Butintherealworld,peoplecouldhavemorecontributionsordomorehelpfulthings,becausetheworldinvirtualspaceisnotreal,eveniftheydidtheymightdonotgainwhattheywant[toberecognisedbypeople].(David)Ithinkithaslittlerelationshipbetweenthem.BecausepeopleintheInternetbasicallyareunfamiliar,whilethevolunteeringworkintherealworldarehelpingacquaintedpeopleoratleastpeopleinthesamecities.(Ben)12/29/2022轉(zhuǎn)發(fā)行為與志愿者經(jīng)歷Discussion：Accordingtotheirself-descriptionoftheirpersonalityandtheirmainpurposeofusingInternet,theiranswersseemedunderstandableandreasonable.Forexample,Daviddescribeshispersonalityasgentle,sincereandwillingtohelpothers,andheusuallyhavemorereadingthanwritingsomethingontheInternet,suchasreadingnews.AccordingtoAmichai-Hamburger(2008,p.550-551),hementionedthatpeoplewhoareintrovertandnotgoodatself-expressionmaybemoreliketoattendonlinevolunteering.Inhere,comparingwithmyrespondents'outgoingpersonalityandstrongwillingofself-expression,itisreasonabletoexplainwhytheytendtobeavolunteerintherealworld.20研究發(fā)現(xiàn)(Findings)轉(zhuǎn)發(fā)尋親類微博的動(dòng)機(jī)12/29/2022選擇性呈現(xiàn)(selectiveexposure)：“peoplepreferexposuretocommunicationsthatagreewiththeirpre-existingopinions”(SearsandFreedman,1967,p.197).Therefore,itisreasonabletobelievethatmicrobloggerstendtoselectiveretweetinformation,andtheymightagreewiththeinformationtheyretweeted.使用與滿足理論：尋求的滿足（gratificationsought)在轉(zhuǎn)發(fā)尋親類微博中指代想去幫助他人，相信轉(zhuǎn)發(fā)的力量，支持朋友的轉(zhuǎn)發(fā)，個(gè)人情感（感觸）。12/29/2022三個(gè)訪談對(duì)象都表示會(huì)轉(zhuǎn)發(fā)尋親類微博相信轉(zhuǎn)發(fā)的力量：AlicebelievesthatthepoweroftheInternetcouldhelppeople,andmentions"humanfleshsearchengine".Shefurtherrevealsthat"humanfleshsearchengine"bringsbothgoodandbadinfluence,forexample,itcouldhelptofindthescandalsorthecorruptionsofofficialsaswellaspromoteexposedthesethingswhereasitwillalsoinvadeindividual'sprivacylife.12/29/2022支持朋友：“Ifmyfriendswanttomakeacontributiononthismissingpeople,Iwillalsoretweettosupportthemandtotrymybesttohelpthismissingpeople”.(Ben)

Discussion：Thiskindoffriends'influenceprovesDomingosandRichardson(2001)'ssuggestionsthattheopinionsfromusers'friendscouldaffecttheirchoicesonlineratherthancontentinfluence,suchasinterestingtweets.However,Benalsowillaffectbyinterestingcontent,andrevealsthathighretweetingrateofthecontentwillencouragehimfollowingtoretweet.Althoughfriends'retweethasinfluenceonusers,theirowninterestsarestillthemainretweetfactors.Moreover,hementionedanothermotivationofhisretweetthatgainssomethingfromtheprocessofretweet,suchasmakingnewfriendswithsameinterests.Therefore,heexpecttoobtainsomething(GO)throughtheretweet,whichwillimpacthisfurtherretweetingbehavior.12/29/2022同情心：Florawillretweetthecontentofseekingmissingpeoplewhenshefeelscompassionorthecontenttouchesherpersonalemotionatthatmoment.Therearetwosituationswhichmakeherfeelsympathy:oneisaccordingtoherpersonalexperience,whenthiskindofinformationarereliable,shewillthinkthesemissingpeopleareworthtobesympathized;anotheroneiscomparingwithmale,vulnerablegroupssuchaselders,childrenandwomenareeasiertotouchher.Asforpersonalemotion,shedescribesitasfeelingsentimentatthatdaywhichmaypromotehertoretweetorevenweepout.Itissuggestedthatwhensheretweetstheinformationinhersentimentalday,thegratificationssheobtained(GO)willhaveahighersaticification.12/29/2022Forthosewhodidnotretweettheimformation,theirbehaviourofselectiveexposuremightbeduetothelowsatisfactionofGOthroughtheretweet.Accordingtotheopenquestionsinquestionnaire,thereasonsfornotretweetingincludesthemissingpeoplewholivesfarawayfromtheircities,queringthereliabilityandauthenticityoftheinformation,theinformationpostedforalongtime,thinkingretweetingisusefulness,losepatienceafterreadingthousandsofsimilarcontents.12/29/2022Davidwillnotretweetthiskindofinformationwithgivingdifferentperceptions.Firstly,herevealsthathehasnoanyinterestinthiskindofinformation(GS).Inaddition,hebelievesthatthiskindofinformationmustbeconcernedandreadbymanypeople,thereforeitisnoneedforhimtoretweetagain(GO).Thirdly,healsoworriesabouttheauthenticityoftheinformation(GO),andpreferstotrusttheinformationwithmoredetails,suchasmissingtime,missingplace,thenameofmissingpeopleandviewingsomecommentsofthisinformation,ratherthanbelievingthosewithoutdetails.12/29/2022Inquestionnaire,ithasaninterestingphenomenonthatsomeparticipantswillretweetbutnotbelievingitcouldhelpotherswhilesomehavenoretweetingactionsbutthinkingitcouldbehelpful.Forthecontradiction,twoparticipantsintheinterviewexplaintheirbehaviour.Thenumberofmyfansissmall,sothespreadrangeandpowerisnotenoughtoreallyhelpinsearchingmissingpeople,althoughIstillwillretweetit.(Alice)Iwillnotretweet,buttheretweetfromotherpeoplemayattractmorepeople'sattention,andhelpthemissingpeople.Afterall,Ihavenointerestsinthiskindofinformation.(David)ThesetwotypesofcontradictionscouldalsobeexplainedbyU&Gtheory.28結(jié)論12/29/2022Thestudytriestoexploreusers'retweetingbehaviourtowardsseekingmissingpeopleinthreeaspects.Intermsoffollowers’numberandretweetingbehaviour,thereislittledifferenceamongthem,howevermicrobloggers'owninterestsseemstoleadtheirretweetingbehaviour.Asforonlineretweetandofflinevolunteeringservices,althoughitdidnotexamineanyrelationshipbetweenthesetwobehaviours,findingrevealsthatusers’personalitywillaffectthei