探究寻亲类微博的转发行为

UnderstandingRetweeting

BehaviourtowardsSeekingMissingPeopleonSina

Weibo

探究寻亲类微博的转发行为

欧楚月澳门大学研究背景Microblogisareal-timeplatformofinformationsharinganddissemination.InChina,Sina

Weibobecomesthemostpopularmicroblogsince2009.ComparingwithotherSocialNetworkingServices(SNSs),microblogallowuserstofollowothermicrobloggerswithoutsendingapermission,whichmeanspeoplecanfreelyreadotherusers'microblogscontenttheywant.Microblogalsobenefitsfromtheretweetingfunction,becauseuserscouldspreadinformationtoothersthroughretweetingandinterestinginformation"wouldberetweetedmanytimesandspreadtomanyusers"(Tianetal,2012,p.248).研究理论选择性呈现(Selectiveexposure)：Yangetal(2010)introducedtheconceptofretweetingandignoring,andclaimedthatforasamemessage,someuserswouldretweetitwhilesomemightignoreit,buttheydidnotgiveadeeperanalysis.Boydetal(2010)indicatedthatsometweetscouldinfluencepublicconversationsgreatlythroughmanipulatingmicroblogsystem,forexample,creatingahottopiconmicroblog’s“trendingtopic”pagestoincreaseitsreadingnumber.Usersfromsamecommunitiesaremorelikelytoretweetsameinformation.Thesetweetsareclosetotheirinterestordirectlycorrelatewiththeirlifeortalkabouttheirwork,suchasretweetingconferencetopicinacommunity.

研究理论使用与满足理论：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.研究理论线上/线下行为：Rosenetal(2010)examinedusersbehaviourduringonlineandofflinesocialnetworks.Itfoundthatthesizeofstrongtienetwork(STN)havelittlerelationwithspendingmoretimeonSNSs’profilemanagement,butmorelikelyassociatewithmanagingnetworksandphotosharing,andthesenetworkrelationshipsonlylimitintheInternet.Besides,aSNSuserwhoownsalargerstrongtienetworkofflinehasalagernetworksonline.onlinevolunteering：Danetetal(1998)mentionedthattherewereagroupofvolunteerstendedtoofferfreeknowledgeresourcesforpublictouse.Amichai-Hamburger(2008)stated,somepeoplemightbeoverworriedabouttheattitudeandfeelingfromothersiftheyattendedanofflinevolunteerproject,buttheInternetprovidedasecureenvironmentforthemandtheyalsocouldhaveawiderangeoptionstochooseleavingtime.研究问题转发寻亲行为与微博粉丝数量之间有何关系？微博转发寻亲行为是否与其线下志愿者经历有关联？在何种情况下微博用户会转发寻亲信息？在何种情况下不会转发寻亲微博？研究方法：定量+定性定量：问卷调查时间：2012年6~7月招募：利用滚雪球法（snowballingtechnique）通过网络招募参与者参与者资格要求：-使用新浪微博-看过或者转发过寻亲类微博回收有效问卷共81份75%参与者来自20~29年龄层约70%参与者获得本科以上学历100%参与者拥有至少3年以上互联网使用经验定性：半结构化访谈(Semi-structuredinterview)基于调查问卷中的相关回答，联系其中6名参与者，4名参与者愿意参与访谈。时间：2012年7月方式：1个面对面访谈，3个QQ语音访谈持续时间：15~20分钟研究发现(Findings)粉丝数量与转发行为9粉丝数量与转发行为粉丝数量与转发行为研究发现，粉丝数量少于100,100~200,201~500的用户表现出较高(above75%)的寻亲类微博转发行为；粉丝数量为501~1000的用户，54%表示有时会转发。Naveedetal(2011)指出，一条信息被转发的可能性与信息发送者的粉丝数量有关。但这篇研究数据显示，粉丝数量对寻亲类微博的转发行为影响不显著。通过半结构式访谈（semi-structuredinterview）进一步了解行为原因。（4名访谈对象中只有一位表示不会转发寻亲微博）粉丝数量与转发行为Naveedetal(2011)指出，如果用户的粉丝数量较少或拥有passivefollowers，他们写或转发信息的兴趣也会减少。两名粉丝数量低于100的访谈对象表示，粉丝数量以及粉丝兴趣对他们的转发行为影响甚微。Iwillretweetnotforthispurpose[ofincreasingthenumberoffans].Myprincipleofretweetingiswhethertheinformationisappropriateforme.Ithinkthiskindofinformation[ofseekingmissingpeople]alittlebitlikenewsreports,anditbelongstoserioustopicratherthanentertainmentinformation,soithaslittlerelationship[betweenmyretweeting

behaviourandmyfollowers'interest].(Flora)粉丝数量与转发行为另外两位访谈对象（粉丝数量分别为100~200,201~500）表示，粉丝兴趣有时会影响他们的转发行为。例如，Ben解释说，他考虑到粉丝的兴趣，他有时候会转发一些有趣的内容，比如笑话、人生哲理，或一些热门话题，如欧洲杯。David则表示，在粉丝转发的微博中，他会转发他感兴趣的内容，但不会转发寻亲类微博。Discussion:Althougheachrespondenthasdifferentinterestsandretweeting

behaviour,allofthemshowsthecharacteristicthat"usuallyusersretweetthecontentofgeneralinterestorconcernedwiththeaudiencewhofollowstheirtweets"(Naveedetal,2011,p.2),whichisalsoshownpeople'sselectiveretweeting

behaviourineitherretweetingtheirinterestedinformationortendingtoretweetvulnerablegroupinmissingpeople.Moreover,somerespondentsmentionedthattheywillviewnewsinformationastheirinterests,whichmaypromotethemtofollowsomeofficialmicrobloggerswhomainlypostingnewsinformation,suchasnewspaper,whichincreasetheiropportunitytoseethecontentofseekingformissingpeople,especiallyfromsomeSocialNews.Besides,thereareothersourcesforpeopletoseethiskindofcontent.Thesuperstarsorcelebritiesgenerallyaremorelikelytoretweetthiskindofinformationthanordinarypeople,buttheeffectoftheirretweetisnotknown.Forsomemobilephonesoftwares,theyofferssomeinformationplatformswhichpeoplecouldalsoseethiskindofinformationonthem.研究发现(Findings)微博转发寻亲行为与线下志愿者经历15转发行为与志愿者经历调查问卷参与者中，76.5%的人表示有参与过志愿活动。转发行为与志愿者经历Rosenetal(2010)：人们的线下行为会反射以及影响到他们的线上行为；Amichai-Hamburger(2008)：线上志愿活动可以帮助一些人重新定义(redefine)他们的社会身份。然而，这篇研究发现，两者之间的关系不显著，是否有过志愿者经历对转发行为影响甚微。两个有过志愿者经历的访谈对象都认为，线下志愿活动能够更好地呈现自己，获取更多的幸福感以及成就感。Ithinkdoingvolunteeringworkscouldfirstlyhelppeople,anditalsodependsonpeople'spersonalityofwhichwouldmorelikelytohelpothersandenjoyingawonderfulprocessfromhelpingpeople.(David)转发行为与志愿者经历他们认为自己的线下志愿者经历对线上转发行为没有影响，不过也认可转发求助类微博是一种另类志愿活动。[onlineretweet]dependsonindividual'sthoughts,ifhethinkstheretweetcouldhelppeople,itcouldbeakindofvolunteeringservices.Butintherealworld,peoplecouldhavemorecontributionsordomorehelpfulthings,becausetheworldinvirtualspaceisnotreal,eveniftheydidtheymightdonotgainwhattheywant[toberecognisedbypeople].(David)Ithinkithaslittlerelationshipbetweenthem.BecausepeopleintheInternetbasicallyareunfamiliar,whilethevolunteeringworkintherealworldarehelpingacquaintedpeopleoratleastpeopleinthesamecities.(Ben)转发行为与志愿者经历Discussion：Accordingtotheirself-descriptionoftheirpersonalityandtheirmainpurposeofusingInternet,theiranswersseemedunderstandableandreasonable.Forexample,Daviddescribeshispersonalityasgentle,sincereandwillingtohelpothers,andheusuallyhavemorereadingthanwritingsomethingontheInternet,suchasreadingnews.AccordingtoAmichai-Hamburger(2008,p.550-551),hementionedthatpeoplewhoareintrovertandnotgoodatself-expressionmaybemoreliketoattendonlinevolunteering.Inhere,comparingwithmyrespondents'outgoingpersonalityandstrongwillingofself-expression,itisreasonabletoexplainwhytheytendtobeavolunteerintherealworld.研究发现(Findings)转发寻亲类微博的动机20选择性呈现(selectiveexposure)：“peoplepreferexposuretocommunicationsthatagreewiththeirpre-existingopinions”(SearsandFreedman,1967,p.197).Therefore,itisreasonabletobelievethatmicrobloggerstendtoselectiveretweetinformation,andtheymightagreewiththeinformationtheyretweeted.使用与满足理论：寻求的满足（gratificationsought)在转发寻亲类微博中指代想去帮助他人，相信转发的力量，支持朋友的转发，个人情感（感触）。三个访谈对象都表示会转发寻亲类微博相信转发的力量：AlicebelievesthatthepoweroftheInternetcouldhelppeople,andmentions"humanfleshsearchengine".Shefurtherrevealsthat"humanfleshsearchengine"bringsbothgoodandbadinfluence,forexample,itcouldhelptofindthescandalsorthecorruptionsofofficialsaswellaspromoteexposedthesethingswhereasitwillalsoinvadeindividual'sprivacylife.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.同情心：Florawillretweetthecontentofseekingmissingpeoplewhenshefeelscompassionorthecontenttouchesherpersonalemotionatthatmoment.Therearetwosituationswhichmakeherfeelsympathy:oneisaccordingtoherpersonalexperience,whenthiskindofinformationarereliable,shewillthinkthesemissingpeopleareworthtobesympathized;anotheroneiscomparingwithmale,vulnerablegroupssuchaselders,childrenandwomenareeasiertotouchher.Asforpersonalemotion,shedescribesitasfeelingsentimentatthatdaywhichmaypromotehertoretweetorevenweepout.Itissuggestedthatwhensheretweetstheinformationinhersentimentalday,thegratificationssheobtained(GO)willhaveahighersaticification.Forthosewhodidnotretweettheimformation,theirbehaviourofselectiveexposuremightbeduetothelowsatisfactionofGOthroughtheretweet.Accordingtotheopenquestionsinquestionnaire,thereasonsfornotretweetingincludesthemissingpeoplewholivesfarawayfromtheircities,queringthereliabilityandauthenticityoftheinformation,theinformationpostedforalongtime,thinkingretweetingisusefulness,losepatienceafterreadingthousandsofsimilarcontents.Davidwillnotretweetthiskindofinformationwithgivingdifferentperceptions.Firstly,herevealsthathehasnoanyinterestinthiskindofinformation(GS).Inaddition,hebelievesthatthiskindofinformationmustbeconcernedandreadbymanypeople,thereforeitisnoneedforhimtoretweetagain(GO).Thirdly,healsoworriesabouttheauthenticityoftheinformation(GO),andpreferstotrusttheinformationwithmoredetails,suchasmissingtime,missingplace,thenameofmissingpeopleandviewingsomecommentsofthisinformation,ratherthanbelievingthosewithoutdetails.Inquestionnaire,ithasaninterestingphenomenonthatsomeparticipantswillretweetbutnotbelievingitcouldhelpotherswhilesomehavenoretweetingactionsbutthinkingitcouldbehelpful.Forthecontradiction,twoparticipantsintheinterviewexplaintheirbehaviour.Thenumberofmyfansissmall,sothespreadrangeandpowerisnotenoughtoreallyhelpinsearchingmissingpeople,althoughIstillwillretweet

it.(Alice)Iwillnotretweet,buttheretweetfromotherpeoplemayattractmorepeople'sattention,andhelpthemissingpeople.Afterall,Ihavenointerestsinthiskindofinformation.(David)ThesetwotypesofcontradictionscouldalsobeexplainedbyU&Gtheory.结论28Thestudytriestoexploreusers'retweeting

behaviourtowardsseekingmissingpeopleinthreeaspects.Intermsoffollowers’numberandretweeting

behaviour,thereislittledifferenceamongthem,howevermicrobloggers'owninterestsseemstoleadtheirretweeting

behaviour.Asforonlineretweetandofflinevolunteeringservices,althoughitdidnotexamineanyrelationshipbetweenthesetwobehaviours,findingrevealsthatusers’personalitywillaffecttheironlineresharing

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