社交媒体倦怠的量表编制
Scale Development for Social Media Fatigue
Abstract
全球最大广告传播集团WPP旗下调研机构KantarGroup发布的《2016中国社交媒体影响报告》显示:中国网民对社交媒体的满意度持续下降、参与逐渐减少、负面认知不断攀升。这种随着社交媒体的全方位渗透逐渐显现的负面效应被称为“社交媒体倦怠”。它的不断蔓延让逃离社交媒体成为了一种风潮,给社交媒体服务提供商、营销者和普通网民都带来了一定的困扰。 关于社交媒体倦怠的研究仍处于起步阶段,在定义及测量方面缺乏共识性的成果。已有研究中关于社交媒体倦怠的测量多采用临时改编的题项,数目少且测量维度单一。同属倦怠领域的工作倦怠虽然有成熟的测量工具,但由于工作情境和社交媒体使用情境存在差异,不能直接借用。因此,... The 2016 China Social Media Influence Report which released by Kantar, a research institute of the world's leading marketing communications group WPP, shows that Chinese social media users` satisfaction and participation is gradually declining, and negative cognition is rising. These emerging phenomena are collectively called "social media fatigue", which is the flip side of the social media penet...