关键词: 社交媒体平台, 信息加工理论, 用户参与的行为谱, 认知努力

Abstract: [Purpose/Significance] By sorting out the current research results of user participation behaviors on social media platforms, and combining with information generation theory and information processing theory, the user participation behavior spectrum on social media platform is established. Thus, a hierarchical model of user participation behaviors on social media platform is constructed to find one or more participation behaviors that users of social media platforms may have in the face of different types of events. It lays a theoretical foundation for establishing user profiles, identifying a certain type of topic activity and participation and predicting user participation behaviors of social media platforms based on user participation behaviors. [Method/Process] Based on the structure and function of mainstream social media platforms, based on the formulation process of the primate behavior spectrum, the observation experiment method was applied. Double observers with different disciplinary backgrounds were invited to discover users' participation behaviors when using social media platforms, and to construct a behavior spectrum of user participation on social media platforms including 8 categories and 21 specific participation behaviors. [Result/Conclusion] Taking the behavior spectrum of user participation on social media platforms as the core and the amount of cognitive effort as the measurement unit, the structure is constructed as a three-factor and two-level hierarchical model of active participation behaviors and passive participation behaviors, active participation behaviors and negative participation behaviors, deep participation behaviors and superficial participation behaviors.

Key words: social media platform, information processing theory, the behavior spectrum of user participation, cognitive effort