1 AIDS Program, Yale University , New Haven, Connecticut.
Cyberpsychol Behav Soc Netw. 2015 Mar;18(3):165-72. doi: 10.1089/cyber.2014.0423.
Positive attitudes toward a new communication technology tend to be a significant motivator in subsequent adoption and use. The recent spurt in the adoption of social media tools such as social networking sites (SNSs) demands the examination of attitudinal variables on motives to use these Web sites. This study explicated a multidimensional measure of attitudes toward SNSs and tested a theoretical model to examine the effect of attitudes on motives to use SNSs and SNS activity. Participants (N=674) completed a cross-sectional survey consisting of measures of attitudes toward SNSs, motives of SNS use, and level of activity. Results showed support for a revised model in which attitudinal variables-ease of use, self-disclosure, and social connection-strongly predicted motives of SNS use such as passing time, information/entertainment, social conformity, and, most importantly, socialization. The motive of using SNSs as a social tool superseded the direct effect of other motives on SNS activity, suggesting that users' primary activity on SNSs was for socialization and for relational development and maintenance.
积极的态度往往是新的沟通技术后续采用和使用的重要动机。最近社交媒体工具（如社交网站）的采用呈激增趋势，这要求我们检验使用这些网站的动机的态度变量。本研究详细说明了对社交网站的态度的多维衡量标准，并测试了一个理论模型，以检验态度对使用社交网站和社交网站活动的动机的影响。参与者（N=674）完成了一项横断面调查，其中包括对社交网站的态度、使用社交网站的动机以及活动水平的衡量标准。结果表明，支持一个经过修订的模型，其中态度变量——易用性、自我披露和社交联系——强烈预测了使用社交网站的动机，如打发时间、获取信息/娱乐、社交从众，以及最重要的是，社交。将社交网站用作社交工具的动机取代了其他动机对社交网站活动的直接影响，这表明用户在社交网站上的主要活动是社交以及关系的发展和维持。
