使用需求和媒介丰富度对微信用户收藏行为的作用机制研究

微信收藏是大数据时代人们信息消费和知识积累的必然行为。文章以在校大学生为样本，基于媒介丰富度和使用满足理论，考察使用需求和媒介丰富度对微信用户收藏行为的作用机制。实证分析发现：1）使用需求的5个维度和媒介丰富度均与收藏行为显著正相关；2）媒介丰富度作为调节变量，加强了使用需求中除利益需求外的其他4个维度对收藏行为的影响，而且对不同性别和户口性质大学生的调节作用存在差异。文章从微观层面揭示了微信用户收藏行为的作用机制，可为微信内容的策划、传播和规制提供经验证据。

A Research on Active Mechanism of Using Demand and Media Richness on Wechat Users' Collection Behavior

The collection of WeChat information is the inevitable result of the information consumption and knowledge accumulation activities in the Age of Big data.Through samples of university students,based on the Media Richness Theory and the Use and Gratification Theory to study the mechanism of the action of them and the Media Richness theory to WeChat information collections.Empirical analysis found:1)The five type of demands and the media richness were significantly correlated with the collection behavior;2)The media richness was the adjustment variable that uses the demand to influence the collection behavior,which strengthened the influence of the other four demands on the collection behaviors in addition to the benefit demand.Further grouping tested by gender and registered permanent residence character found that had differences.The research conclusion revealed the mechanism of WeChat users' collection behavior from microcosmic level,which could provide empirical evidences for the designing,spreading and regulation of WeChat content.