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文章利用扎根理论的方法,基于30个数字原住民样本的深度访谈和焦点小组资料,通过开放式编码、主轴编码、选择性编码和理论饱和度检验等几个步骤,归纳出影响数字原住民采纳社会化媒体的19个概念范畴并发展为5个主范畴,构建了数字原住民采纳社会化媒体影响因素模型。结果表明,动机和情感感知是影响数字原住民社会化媒体采纳的内部因素,平台功能与社会情境是外部因素,能力特征对动机与采纳行为之间的强度关系起到调节作用。
Based on the depth interviews and focus group data of 30 digital aboriginal samples, the article summarizes the impact of digital aboriginal adoption on the basis of open coding, spindle coding, selective coding and theoretical saturation testing based on grounded theory. The 19 concept categories of social media have been developed into five main categories to build a model of how digital aborigines can adopt social media. The results show that motivation and emotion perception are the internal factors affecting the adoption of digital indigenous peoples’ social media. The platform function and social situation are external factors, and the ability characteristics play an adjusting role in the strength relationship between motivation and adoption behavior.