用戶對(duì)微信品牌個(gè)性的認(rèn)知與其自我呈現(xiàn)行為的關(guān)系研究

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!萬(wàn)方數(shù)據(jù)DissertationSubmittedtoShanghaiJiaoTongUniversityfortheDegreeofMaster!!!!TheRelationshipbetweenUsers’PerceptionofBrandPerson

2、alityofWechatandSelf-presentationonWechat!!!!!AcademicDegreeAppliedforbMasterofArtsSpecialitybJournalismandCommunicationAffiliationbSchoolofMediaandDesignDateofDefencebJan,2014Degree-Conferring-InstitutionbShanghaiJiaoTongUniversity!!!!!!!!!!萬(wàn)方數(shù)據(jù)萬(wàn)方數(shù)據(jù)萬(wàn)方數(shù)據(jù)萬(wàn)方數(shù)據(jù)i???ǎ??ǎ1??!^!§!?в??????Π?˙κ?

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??u?!I!萬(wàn)方數(shù)據(jù)i???ǎ??ǎ1??!ABSTRACT!SinceSNSshavesweptaroundtheworld,andSNSshavebecometheoverridingmeansofself-presentation.Scholarsinmanyfieldsstartedfocusingtheirresearchesonusers’motivationandbehaviorofself-presentationonSNSs.However,th

6、ereisstillaresearchgapintheareaofself-presentationonSNSs.Previousscholarspreferattributingdifferencesofself-presentationbehaviorsonSNSstofunctionaldifferencesofSNSs.AsfeaturesandserivesofSNSshavebecomemoreandmorecomprehensiveandcompleted,functionalattributesofSNSsaremorealikethandiffere

7、nt.Therefore,differencesinfunctionaltraitsareinsufficienttoexplaindifferencesinself-presentation.TakingTecentWechatasanexample,Idecidetoshiftmyattentionawaytofindouttherelationshipbetweenusers’perceptionofbrandpersonalityofSNSandtheirself-presentationbehavirosonSNS.Themainmetho