社交网站用户参与的影响因素、参与行为及其对用户社会资本影响研究

截止2012年12月底，我国社交网站用户规模为2.75亿，占我国网民总数48.8%，庞大的用户群体使社交网站用户参与问题日渐成为学者和经营者关注的焦点。然而目前研究大多采取横截面数据，忽略用户参与社交网站是动态连续过程，从而没有考虑不同阶段用户参与社交网站的影响因素不同，不同阶段用户参与社交网站所表现出的行为不同以及用户不同参与行为对用户社会资本的影响不同。本项目致力于从动态视角出发，解释社交网站用户参与的影响因素、行为模式及各种行为模式对用户自身社会资本的影响。本项目运用定性与定量多种方法联合研究，构建多阶段社交网站用户参与影响因素模型、社交网站用户参与行为演化模型及社交网站参与对用户社会资本影响模型。研究成果将拓展社交网站的研究，丰富现有信息系统、用户行为及社会资本理论，并可为社交网站经营者提供网站设计和管理政策方面的参考和建议，为社交网站用户使用社交网站维护其社会资本提供实践指导。

By the end of 2012, there are 275 million social networking sites (SNS) users in China, which accounts for 48.8% of the total number of Chinese netizens. Due to the large user base, SNS use has increasingly attracted attention of both scholars and SNS operators. However, most studies are conducted based on cross-sectional data, which ignore the fact that SNS use is a dynamic continuous process. Consequently, they don't take into account: 1) distinctions of antecedents at different use stages that affect SNS use; 2) distinctions of user behaviors at different use stages; and 3) distinctions of influences that distinctive user behaviors might have on users' social capital. From a dynamic perspective, this project therefore attempts to explain antecedents and user behaviors of SNS use at different user stage, and how different user behaviors impact users' social capital. We intend to use a variety of qualitative and qualitative methods to establish a multi-stage SNS use model, a behavioral evolution model of SNS users, and an impact model of SNS use on social capital. The findings will expand the understanding of SNS use and enrich existing theories in information systems, user behaviors and social capital. The findings will also provide SNS operators with suggestions of websites design and management policies, and SNS users with practical guidance of how to use SNS to maintain their social capital.