HCC: Small: Motivations, Expectations and Goal Pursuit in Social Media

HCC：小：社交媒体中的动机、期望和目标追求

• 批准号: 1361502
• 负责人: Donna Hoffman
• 金额: $ 21.69万
• 依托单位: George Washington University
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 2013
• 资助国家: 美国
• 起止时间: 2013-07-01 至 2015-08-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1361502&HistoricalAwards=false
• 关键词: HCC; Small; Motivations; Expectations; Goal

This research will test a conceptual model of the relationship between social media goal pursuit and well-being that is grounded in motivational theory and results from two pilot studies. In the theoretical framework, the broad range of goals people have for using social media is uniquely determined by two broad dimensions that specify the primary focus of the 1) content interaction and the 2) person interaction. The social media goals corresponding to these dimensions are hypothesized to be pursued according to the basic needs that social media satisfy for its users and the motivational orientations supported by those needs. The model states how goals lead to different well-being outcomes with the relationship between social media goal pursuit and well-being moderated by perceptions of overall well-being in specific life domains, along with constructs related to social identity. Three studies will test and validate the conceptual model: validation of the dimensions underlying social media goal pursuit (Study 1), development of new scales to measure the social media goals (Study 2), and testing and refinement of the model in a structural equation modeling framework (Study 3). The model will permit examination of a host of research questions including whether certain social media goals render individuals more vulnerable to negative well-being outcomes. For example, do individuals low in well-being pursue particular social media goals in the hope of improving their lives? Are these goals different from those that individuals more satisfied with their lives pursue? The model will allow researchers to build upon a common set of constructs and can increase understanding of why people use social media, along with its benefits and consequences. A validated theoretical framework relating higher-order social media goals to subjective well-being in the context of basic needs and motivations has the potential to advance foundational research in multiple domains of inquiry. Consumer psychologists and marketing academics can use the framework to examine the relationship between social media goals and consumer response to marketing efforts in interactive media environments. Social psychologists and personality researchers can further refine and extend the framework to include other important constructs likely to impact social media goal pursuit and well-being. Computer information systems researchers can use the model to further understand how social media systems are impacted by individual differences. Although there has been a great deal of descriptive research examining the different usage behaviors people engage in when they use social media, most studies tend to focus narrowly on reasons or motivations for using a particular type of social media, rather than on organizing the results in the context of a broader conceptual framework that can explain what drives use and how usage goals are related to key well-being outcomes. Understanding the drivers of social media use and its consequences for well-being will have important national policy and consumer welfare implications.

这项研究将测试社交媒体目标追求与幸福感之间关系的概念模型，该模型基于动机理论和两项试点研究的结果。在理论框架中，人们使用社交媒体的广泛目标是由两个广泛的维度唯一决定的，这两个维度指定了 1) 内容交互和 2) 人际交互的主要焦点。假设与这些维度相对应的社交媒体目标是根据社交媒体满足用户的基本需求以及这些需求所支持的动机取向来追求的。该模型阐述了目标如何导致不同的幸福结果，以及社交媒体目标追求和幸福之间的关系，该关系受到特定生活领域整体幸福感以及与社会身份相关的构造的调节。三项研究将测试和验证概念模型：验证社交媒体目标追求的维度（研究 1）、开发衡量社交媒体目标的新量表（研究 2）以及在结构方程建模框架中测试和完善模型（研究 3）。该模型将允许检查一系列研究问题，包括某些社交媒体目标是否使个人更容易受到负面福祉结果的影响。例如，幸福感较低的个人是否会追求特定的社交媒体目标以期改善他们的生活？这些目标与那些对自己的生活更满意的人所追求的目标有什么不同吗？该模型将使研究人员能够建立一套通用的结构，并可以加深对人们使用社交媒体的原因及其好处和后果的理解。在基本需求和动机的背景下，将高阶社交媒体目标与主观幸福感联系起来的经过验证的理论框架有可能推进多个调查领域的基础研究。消费者心理学家和营销学者可以使用该框架来研究社交媒体目标与消费者对互动媒体环境中营销活动的反应之间的关系。社会心理学家和人格研究人员可以进一步完善和扩展该框架，以包括可能影响社交媒体目标追求和福祉的其他重要结构。计算机信息系统研究人员可以使用该模型进一步了解社交媒体系统如何受到个体差异的影响。尽管有大量描述性研究考察了人们在使用社交媒体时的不同使用行为，但大多数研究往往狭隘地关注使用特定类型社交媒体的原因或动机，而不是在更广泛的概念框架的背景下组织结果，该框架可以解释驱动使用的因素以及使用目标如何与关键的福祉结果相关。 了解社交媒体使用的驱动因素及其对福祉的影响将对国家政策和消费者福利产生重要影响。