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本文以“使用与满足”理论和社会资本理论为基础,以大学生使用者为例,探讨了SNS网站用户个人线上社会资本的获得问题。通过对SNS网站使用者个人的能动性、结构特性、外部环境及制度因素等方面的分析,本文建构了SNS网站中个人线上社会资本的获得模型。研究结果显示,在SNS网站中,传统社会中个人的社会地位所带来的结构优势在一定程度上被削弱了,网络的“去中心化”影响依旧存在;被调查对象的使用目的首先是维系原有的关系网,其次为拓展人际网,其关系拓展模式以“认识朋友的朋友”为主,而不是认识志趣相投的陌生人;归属需要感强的人会更倾向于使用SNS网站,而使用者会因为排斥恐惧(害怕因为不当的言行而被排斥)而减少SNS网站中交互性功能的使用;跨越型社会资本的获得同时与SNS网站的使用偏好和使用强度相关,但紧密型社会资本的获得仅与SNS网站的使用偏好相关,SNS网站的使用强度对其影响不大,相对来说女性比男性更容易获得紧密型社会资本。此外,个人的人际沟通能力越好,也就越容易获得社会资本。
Based on the Theory of “Use and Satisfaction” and the theory of social capital, this paper takes college students as an example to discuss the acquisition of social capital on SNS website users’ personal online. Through the analysis of personal initiative, structural characteristics, external environment and institutional factors of SNS website users, this paper constructs the acquisition model of individual online social capital in SNS website. The results show that in the SNS website, the structural advantages brought by the social status of individuals in the traditional society have been weakened to a certain extent, and the influence of the “decenterization” of the network still exists. The purpose of using the surveyed objects is firstly Is to maintain the original relationship network, followed by the development of interpersonal networks, the relationship between the expansion model to “friends to know friends ” rather than know like-minded strangers; those who belong to the strong sense of need will be more inclined to use SNS websites, and users will reduce the use of interactive features in SNS websites because of exclusion of fear (fear of being excluded due to improper words and deeds); the acquisition of social capital across social channels is also related to the preference and intensity of use of SNS websites. However, Tight social capital access is only related to the use preferences of SNS websites, and the use intensity of SNS websites has little impact on them. Women are relatively more likely to get tighter social capital than men. In addition, the better individuals have better interpersonal skills, the easier it is to gain access to social capital.