数字原住民采纳社会化媒体影响因素的扎根研究

被引：17

作者：

范哲

机构：

[1] 南通大学管理学院

来源：

情报资料工作 | 2017年 / 01期

关键词：

数字原住民; 社会化媒体; 采纳; 扎根理论; 影响因素;

D O I：

暂无

中图分类号：

D913 [民法]; G206 [传播理论];

学科分类号：

030105 ; 050302 ;

摘要：

文章利用扎根理论的方法,基于30个数字原住民样本的深度访谈和焦点小组资料,通过开放式编码、主轴编码、选择性编码和理论饱和度检验等几个步骤,归纳出影响数字原住民采纳社会化媒体的19个概念范畴并发展为5个主范畴,构建了数字原住民采纳社会化媒体影响因素模型。结果表明,动机和情感感知是影响数字原住民社会化媒体采纳的内部因素,平台功能与社会情境是外部因素,能力特征对动机与采纳行为之间的强度关系起到调节作用。

引用

页码：25 / 33

页数：9

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