复媒体环境下社交媒体用户产生平台摇摆行为的动因分析

Analysis of Motivations for Platform-Swinging Behavior among Social Media Users in Polymedia Environments

摘要: 本研究聚焦复媒体环境下社交媒体用户的平台摇摆行为，旨在探究其背后的动因。研究采用半结构化访谈法，选取16名同时使用微信、抖音、QQ、微博、小红书等主流社交平台的用户进行访谈，结合程序化扎根理论的三级编码对访谈资料展开分析，并通过理论饱和度检验确保研究的完整性。研究结果表明，用户的平台摇摆行为主要由平台因素和用户因素共同驱动。在平台方面，平台数量的激增为用户摇摆提供了可能性，而不同平台间的功能差异与信息差异形成互补机制，促使用户为满足多样化需求进行平台切换。在用户方面，用户通过在不同平台呈现“复数人设”进行印象管理，基于社交关系网络的差异化分布进行关系管理，以及根据媒介印象选择平台满足学习、娱乐、情感等多元需求，均会引发摇摆行为。本研究构建了复媒体环境下用户平台摇摆行为的动因模型，为理解社交媒体用户行为规律及平台运营策略优化提供了理论参考。

Abstract: This study investigates the platform-swinging behavior of social media users in polymedia environments, aiming to explore its underlying motivations. Employing semi-structured interviews, 16 active users of mainstream platforms (WeChat, Douyin, QQ, Weibo, Xiaohongshu, etc.) were recruited. Interview data underwent three-tier coding based on proceduralized grounded theory, with theoretical saturation testing ensuring research rigor. Findings reveal that platform-swinging behavior is jointly driven by platform factors and user factors. Regarding platforms, the proliferation of platforms enables such behavior, while functional and informational discrepancies between platforms form complementary mechanisms that prompt users to switch platforms for diverse needs. Concerning users, motivations include impression management through constructing “plural personas” across platforms, relationship management based on differentiated social networks, and platform selection guided by media impressions to fulfill learning, entertainment, and emotional needs – all triggering platform-swinging. This research constructs a motivational model for platform-swinging behavior in polymedia contexts, providing theoretical foundations for understanding user behavior patterns and optimizing platform operational strategies.