利他或利己型群体目标下个体参与微博集群动机的质性研究

Based on the flooding phenomenon of network cluster beginning with micro-blog topic,this study used qualitative research with the method of grounded theory and explored the motivations of the individuals involved in micro-blogging cluster after searching and coding relevant material under altruism or self-interest group objectives.The study found that:in altruistic group goal situation,there are six kinds of motivations--information sharing,personal expression,warnings,emotional expression,interpersonal communication and requests,additionally the first four as main motivation;in the self-interest group goal situation,there are six kinds of motivations--expressing emotions,self expression,self identity,information access,interpersonal communication and entertainment,additionally the first three as main motivation;what's more,the study also found that participation level and contribution degree of cluster participation are wildly different under various motivations.the degree and different motivations have different of participating in the degree and contribution degree also exist great difference.At the end of this paper,two different types of individual participation motivation of micro cluster are compared and then the theoretical significance and marketing implications are discussed.