香港大學生微博客使用調查

賈琛；王玨；王天宜；楊戈；張曉；張馨月

微博客已經成為時下互聯網領域最受關注的新媒體形式之一，然而關於大學生使用微博客的研究較少。本研究將採用期望價值，社會壓力和新媒體倸用頻率這三個預測變項，通過多級整群抽樣來執行問卷調查，並且對數據進行複回歸分析。研究結果表明： 影響大學生微博客使用情況的主要因素有對微博客的期望，感覺到使用微博客的社會壓力以及新媒體的採用頻率。 影響大學生使用微博客頻率的因素包括對微博客的期望和性別。

Microblogging has become one of the most popular media in Internet. However, there is few research on college students’ use of microblog. This research has adopted three variables: expectancy theory, peer pressure and use of new media; done the survey through multistage cluster sampling; and analyzed the data through multiple regression statistical method. According to the result, the elements that influence college students’ use of microblog are their expectancy, peer pressure, and the frequency of using new media. The elements that influence their frequency of using microblog are their expectancy and gender.

微博客使用、期望價值、社會壓力、新媒體採用頻率、香港大學生

use of microblog, expectancy, peer pressure, frequency of using new media, Hong Kong college students

2011-07-06

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香港大學生微博客使用調查.pdf