[目的/意义] 以微信作为研究对象，采用混合方法，以期探讨社交媒体使用动机与特定功能使用的关系。[方法/过程] 通过访谈法和焦点小组法来确定微信使用的动机因素以及用户对微信功能的使用；并通过问卷搜集250份有效样本数据，利用回归分析来验证不同动机要素与各功能使用之间的关系。[结果/结论] 结果发现，不同微信功能的使用受到不同动机的驱使；而用户对微信一般性使用的影响因素与对特定功能使用的因素也不同。具体来说，娱乐显著影响用户对群聊、评论和分享功能的使用；消磨时间显著影响用户对朋友圈、评论和点赞功能的使用；社会互动显著影响用户对扫一扫、群聊、订阅和语音功能的使用；信息搜寻显著影响用户对订阅和扫一扫功能的使用；信息共享显著影响用户对发布功能的使用；自我表达显著影响用户对发布、定位、摇一摇和分享功能的使用；而跟随潮流显著影响用户对摇一摇功能的使用。
[Purpose/significance]Using a mix method and taking WeChat in China as an example, this paper aims to explore the relationships among motivations and specific features usage in social media.[Method/process]This paper firstly analyzed WeChat users' motivations and features used by users via focus group interview; then collected 205 valid data though survey questionnaire and conducted regression analysis to test relationships among motivations and specific features. [Result/conclusion]The results show that, usage of different features is driven by different motivations, and factors affecting WeChat users' general use are different from those affecting specific usage. Specifically, entertainment significantly impacts the use of Group Chat, Comment and Share; passing time has a significant influence on the use of Moments, Comment and Like; social interaction significantly affects the use of Scan QR Code, Group Chat, Official Accounts and Voice Chat; information seeking significantly influences the use of Official Accounts and Scan QR Code; information sharing has a significant impact on the use of Message Send; self-expression significantly affects the use of Message Send, Locate, Shake and Share; and style has a significant influence on the use of Shake.
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