[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.
[1] 杨正联. 网络公共危机事件中的网民参与行为分析与公共管理应对[J]. 人文杂志,2012(5):162-168.
[2] 于建业,王元卓,靳小龙,等. 基于社交演化博弈的社交网络用户信息分享行为演化分析[J]. 电子学报,2018,46(1):223-229.
[3] 周翔,刘欣,程晓璇. 微博用户公共事件参与的因素探索——基于政治效能感与社会资本的分析[J]. 江淮论坛,2014(3):136-143,193.
[4] 刘国敏. 图书馆微博社区的用户参与行为研究[J].图书馆论坛, 2014, 34(1):57-61.
[5] 韦路,赵璐. 社交媒体时代的知识生产沟——微博使用、知识生产和公共参与[J]. 兰州大学学报(社会科学版),2014,42(4):45-53.
[6] 童清艳,唐寒立. "二度空间"的微信群用户参与行为研究[J]. 西南民族大学学报(人文社科版),2017,38(10):140-148.
[7] 韩新明. 基于行为分析的微信朋友圈信息传播模型[J]. 现代情报, 2018, 38(7):62-66.
[8] MELLANBY K. Low temperature and insect activity[J]. Proceedings of the Royal Society of London. series b-biological sciences, 1939, 127(849):473-487.
[9] EIBL-EIBESFELDT I. Human ethology:concepts and implications for the sciences of man[J]. Behavioral and brain sciences,1979, 2(1):1-26.
[10] ZANG X, GONG J, HUANG S, et al. IP backbone traffic behavior characteristic spectrum composing and role mining[J]. CCF transactions on networking, 2019, 2(3):153-171.
[11] KANG J, YULONG W, ZHONGXIANG F, et al. Research on intervention methods for children's street-crossing behavior:application and expansion of the theory of "behavior spectrums"[J]. Accident analysis & prevention, 2021, 152:105979.
[12] 量量工作室. 从Web 2.0到Web 3.0(信息互联网到价值互联网)[EB/OL].[2021-09-17].https://zhuanlan.zhihu.com/p/381677699.
[13] OESTREICHER-SINGER G, ZALMANSON L. Content or community? a digital business strategy for content providers in the social age[J]. Management information systems quarterly, 2013,37(2):591-616.
[14] 刘熠. 微博舆情信息受众的参与行为拟合与靶向引导研究[D].长春:吉林大学,2020.
[15] SHARMA N. The new leadership:managing participation in organizations[J]. International journal of social sciences & interdisciplinary research, 2013, 2(2):70-81.
[16] CAVAYE A L M. User participation in system development revisited[J]. Information & management, 1995, 28(5):311-323.
[17] 赵玲.虚拟社区成员参与行为的实证研究[D].武汉:华中科技大学,2011.
[18] VAN DOORN J, LEMON K N, MITTAL V, et al. Customer engagement behavior:theoretical foundations and research directions[J]. Journal of service research, 2010, 13(3):253-266.
[19] NORMAN D. The design of everyday things:revised and expanded edition[M]. New York:Basic Books, 2013.
[20] MIDFORD P E. Ontologies for behavior[J].Bioinformatics,2004,20(18):3700-3701.
[21] BAKEMAN R, GOTTMAN J M. Observing interaction:an introduction to sequential analysis[M]. Cambridge:Cambridge University Press,1997.
[22] FRISON E, EGGERMONT S. Exploring the relationships between different types of facebook use, perceived online social support, and adolescents' depressed mood.[J] Social science computer review, 2016,34(2):153-171.
[23] GERSON J, PLAGNOL A C, CORR P J. Passive and active Facebook use measure (PAUM):validation and relationship to the reinforcement sensitivity theory[J]. Personality and individual differences, 2017,117:81-90.
[24] VERDUYN P, YBARRA O, RÉSIBOIS M, et al. Do social network sites enhance or undermine subjective well-being:a critical review[J].Social issues and policy review,2017,11(1):274-302.
[25] PANG H. Unraveling the influence of passive and active WeChat interactions on upward social comparison and negative psychological consequences among university students[J]. Telematics and informatics, 2021,57:101510.
[26] SOROKA V, RAFAELI S. Invisible participants:how cultural capital relates to lurking behavior[C]//Proceedings of the 15th international conference on World Wide Web. New York:Association for Computing Machinery, 2006:163-172.
[27] MONTAGUE E, XU J. Understanding active and passive users:the effects of an active user using normal, hard and unreliable technologies on user assessment of trust in technology and co-user[J]. Applied ergonomics, 2012, 43(4):702-712.
[28] 李武,毛远逸. 以书会友:点头之交还是莫逆之交——阅读社交网站用户行为对线上社会资本的影响[J].传播与社会学刊,2021(55):163-195.
[29] ELLISON N B, TRIU P, SCHOENEBECK S, et al. Why we don't click:interrogating the relationship between viewing and clicking in social media contexts by exploring the "non-click"[J]. Journal of computer-mediated communication, 2020, 25(6):402-426.
[30] ESCOBAR-VIERA C G, SHENSA A, BOWMAN N D, et al. Passive and active social media use and depressive symptoms among United States adults[J]. Cyberpsychology, behavior, and social networking, 2018, 21(7):437-443.
[31] DOLAN R, ONDUIT J, FAHY J, et al. Social media engagement behaviour:a uses and gratifications perspective[J]. Journal of strategic marketing, 2016, 24(3/4):261-277.
[32] BURKE M, KRAUT R, MARLOW C. Social capital on Facebook:differentiating uses and users[C]//Proceedings of the SIGCHI conference on human factors in computing systems. New York:Association for Computing Machinery, 2011:571-580.
[33] CHU S C. Viral advertising in social media:participation in Facebook groups and responses among college-aged users[J]. Journal of interactive advertising, 2011, 12(1):30-43.
[34] SHANG R A, CHEN Y C, LIAO H J. The value of participation in virtual consumer communities on brand loyalty[J]. Internet research, 2006, 16(4):398-418.
[35] BRODIE R J, ILIC A, JURIC B, et al. Consumer engagement in a virtual brand community:an exploratory analysis[J]. Journal of business research, 2013, 66(1):105-114.
[36] SIMON H A. Information processing models of cognition[J]. Annual review of psychology, 1979, 30(1):363-396.
[37] TYLER S W, HERTEL P T, MCCALLUM M C, et al. Cognitive effort and memory[J]. Journal of experimental psychology:human learning and memory, 1979, 5(6):607-617.
[38] MUNTINGA D G, MOORMAN M, SMIT E G. Introducing COBRAs:exploring motivations for brand-related social media use[J]. International journal of advertising, 2011, 30(1):13-46.
[39] PREECE J, SHNEIDERMAN B. The reader-to-leader framework:motivating technology-mediated social participation[J]. AIS transactions on human-computer interaction,2009, 1(1):13-32.
[40] 赵小杰. 微博"点赞"行为再分析[J]. 新闻研究导刊,2019,10(10):74,120.
[41] WALDMAN A E. Privacy, sharing, and trust:the facebook study[J]. Case western reserve law review, 2016, 67(1):193-233.
