Who are the Active ‘Participants” in Social Network Sites:An Attachment Style Perspective
It becomes more and more important for marketers to understand those individuals who inactively participate (only reading or observing without sharing or creating contents) in SNSs.This paper aims to investigate the relationship between non-public and public participation behaviors,and to understand the SNSs users’ participation behavior based on the attachment styles.Two kinds of non-public behavior (social surveillance and self-surveillance) have been adopted,and two attachment styles (attachment avoidance and attachment anxiety) also used to understand SNSs users’ non-public behaviors.The results indicated that attachment avoidance has a negative effect on self-surveillance but no effect on social surveillance,attachment anxiety has a positive effect on both social surveillance and self-surveillance.The interactive effect of anxiety and avoidance has a negative effect on social surveillance but no effect on self-surveillance.Self-surveillance has a positive effect on social surveillance and public participation,and social surveillance also has a positive effect on public participation.
Attachment theory public participation social surveillance self-surveillance attachment avoidance attachment anxiety
国内会议
北京
英文
1-14
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）