Research on relationship of gratification sought, gratification obtained and microblogging user

behavior

Qinghua Wang School of Economics and Management

Tsinghua University Beijing, China

Qinghua.wang05@gmail.com

Yan Zhu School of Economics and Management

Tsinghua University Beijing, China

zhuyan@sem.tsinghua.edu.cn

Abstract—Microblogging, which has emerged as a new and popular tool for short and frequent communication, is increasingly influential in today’s businesses and society. Sina-microblog, the most popular microblogging service in China, has established a large user base; however, different users have different using styles. This study applies uses and gratifications (U&G) theory to explore user motives (gratifications sought) of microblogging, degree of gratifications after use (gratifications obtained), and the relationship between gratification obtained and user behavior in the context of Sina-microblog. In addition, satisfaction of microblogging use is investigated by comparing the differences between gratifications sought and gratifications obtained. This model is then tested with data gathered through questionnaire survey conducted with university students. This paper rounds off with conclusions and implications for future research and practice in this very new area.

Keywords- Microblogging; Uses and Gratifications theory; Satisfaction; User behavior

I. INTRODUCTION Microblogging is a social media, which users can describe

their current status within a limit of 140 characters. A user can follow any other user, and the user being followed need not follow back. Users can post tweets like video, audio and image through the website interface, SMS, or a range of apps for mobile devices [1]. It provides a light-weight, easy form of communication that enables users to broadcast and share information about their activities, opinions and status [2].

Microblogging developed rapidly. According the latest data by twocharts [3], Twitter has more than 500 million registered users. In China, Sina-microblog has more than 300 million registered users and 100 million tweets every day [4].

Microblogging becomes popular and more and more people begin to use Twitter and Sina-microblog. However, what needs of users are met by microblogging and what is the significance? We focus on properties of microblogging. As a social media, microblogging has social property and media property. The property is always in dispute: Which property is stronger?

Basically microblogging is considered as a social network, and helps users contact and communicate [5]. Researchers

found that Twitter is more like a media, rather than a social network [6]. Different understanding of microblogging property will lead to different path of enterprises, so it’s important to research on microblogging property.

Uses and gratifications theory is often used to research on motives and communication results, an also it’s a theoretical framework of new media [7]. Therefore, this study will apply uses and gratification theory to examine gratifications sought, gratifications obtained and user behaviors, to explore social and media property.

In section 2, we summarize related literature. In section 3, we illustrate research model and hypothesis development. Measurement model is given in section 4. We discuss research result in section 5. Finally we have conclusions and approaches for future works.

II. THEORETICAL BACKGROUND

A. Microblogging Current researches are based Twitter mostly. Java et al. [8]

studied structure and characteristics of Twitter, identified different types of users like information source, friends and information-seeker and found that people use Microblogging to talk about their daily activities and to seek or share information.

Krishnamurthy et al. [9] focused on network of Twitter. They identified different types of users by analyzing public data of Twitter, and studied users’ behaviors, regional growth pattern and network size; the users are classified into broadcaster, acquaintance and bandits.

Huberman et al. [10] also focused on network of Twitter, and found out number of friends is actually less than number of funs and who follows.

Haewoon et al. [6] studied topology of Twitter and found that users follow others to obtain information, not to socialize; Twitter is different from social networks, because it’s more like an information media and 67.6% of users are not followed by the one who follows.

978-1-4577-2025-3/12/$26.00 ©2012 IEEE

Johnson et al. [11] compared motives and gratification obtained of Twitter users, and found that Twitter met users’ needs like passing time, meeting new people, expressing freely, communicating with many people; also, socialization has no significant correlation with user behaviors, and information seeking is significantly correlated with user behavior. Thus, Twitter is more like an information media.

Recent research transferred to new applications of Microblogging. Jansen et al. [12] studied using Microblogging as an online word of mouth and more than 10,000 tweets containing brand information, and found out that Microblogging plays an important role in setting marketing strategies and activities. Ehrlich and Shami [13] analyzed users’ releasing and browsing behaviors and found enterprise Microblogging can promote communication and assistance.

B. Uses and Gratifications theory Uses and gratifications theory is an important turning point

of communication area. Previous studies mainly investigated how activities impact audiences form side of the media, however, uses and gratifications emphasized role of audiences and investigated what users did through the media [14]. Uses and gratifications concern gratifications sought and gratifications obtained.

Gratifications sought are various motives-based on expectations. Conceptually, motives are the expressed desires for gratification in a given situation and measured operationally as gratification sought [15].

Gratifications obtained are perceived personal outcomes of these behaviors, and can show effects of media use [15]. Mullany et al. [16] holds that satisfaction is based on memory of system use and motive is based on future expectations of system use. Therefore, gratifications obtained are user satisfactions.

Difference between gratifications sought and gratifications obtained can measure which needs of users are met, which has been applied in uses and gratifications theory and also can be applied to study consumer satisfaction (Cadotte et al., 1987).

C. Motives User activities are the key factor in uses and gratifications

research, meanwhile motive is an important part of user activities [17].

Schutz et al. [18-19] believe motives of interpersonal include emotion, contain and control.

Papacharissi and Rubin [20] hold that motives in new media should include more new ones related to the media, in addition to traditional motives. They divided motives of using internet into five categories: interpersonal, information seeking pass time, convenient and entertainment.

Mckenna and Baugh [21] found that motives of joining virtual organization include belonging, reducing uncertainty and enhancing self-esteem.

Java et al. [8] found that respondents show diversity of content on Twitter including personal information, articles,

news and headlines. Respondents said they use Twitter to keep in touch with colleagues and friends, increase awareness, collect information, seek help and advice and release emotional stress. All these motives are similar to other social media like blog and instant messaging.

Nardi et al. [22] studied blog users and found that users’ motives include exchanging life experiences and views, and giving comments.

China Youth Daily took a survey of Microblogging users’ motives, and found out that the top three motives are expressing views and feelings, getting news quickly and comprehensively, and surrounding public events. Also users use Microblogging to keep in touch with relatives and friends and follow stars [23].

Walther et al. [24] found that people are willing to spend a certain amount of social energy to make others appreciate him.

III. RESEARCH MODEL In this study, we compare gratifications obtained and

gratifications sought to measure which needs are met. As satisfaction is an key indicator of success of computer system [59], so this study apply uses and gratifications theory to investigate user motives, satisfactions and relationship between satisfactions and behaviors, to explore the social and media property. Therefore, we propose two questions:

Question 1: which needs are met by Microblogging?

Question 2: what is relationship between satisfactions and user behavior?

Figure.1 shows the research model (relationship between satisfactions and user behaviors).

H1a

H1b

H2b

Gender

Age

Education

User behaviorsSatisfactions

Social satisfactions

Media satisfactions

Amount

Network

H3

Figure 1. Research model (relationship between satisfactions and user behaviors)

A. Definition of variables Motives are gratifications sought in certain condition. We

divide motives into two categories, one is social motives, the other one is media motives. Social motives are users use microblogging to communicate with others, keep in touch and realize self-realization. Media motives are users use microblogging to get information and news.

Use satisfactions are user attitude of microblogging, and can be used to measure gratifications obtained after using microblogging. Use satisfactions include social satisfactions and media satisfactions. Social satisfactions are

microblogging meet users’ social motives, and media satisfactions are microblogging meet users’ media motives.

Cognitive absorption can measure use behaviors, which is learned from Burton and Straub [25]. Cognitive absorption is the extent users are attracted by the system during the process of using (Agarwal and Karahanna, 1999).

Many scholars have applied use frequency and length of time [26], however, Nicole et al. [27] believe that frequency and time length couldn’t measure user behavior effectively; they apply numbers of friends and time length to measure user behaviors in researching on college users of Facebook. Therefore, this study defines microblogging user behavior as using amount and microblogging network. Using amount refers to using frequency and time length, and microblogging network refers to number of followers and followings.

B. Ralationship between social satisfaction and user behaviors By using microblogging, users can keep in touch with

families and friends, and also they can get to know “friends of friends”. Johnson et al. [11] found that Twitter has the advantages of helping users communicate and contact with each other. Lento et al. [28] took a research on blog an found that the users who are invited by social relations in reality will stay longer and more active in blog.

Therefore, microblogging can meet users’ social needs, because some of relations on microblogging are extensions of relations in reality, so if users’ social motives are satisfied, they will use microblogging more frequently and longer, and they will follow more people and have more followers.

H1a: social satisfactions have a positive impact on microblogging using amount.

H1b: social satisfactions have positive impact on microblogging network.

C. Relationship between media satisfactions and user behaviors Microblogging provides a rich and time-sensitive

information source and users can follow others to get new information and knowledge. Also, users can follow certified stars to keep up with them.

The fast-paced and diversity of modern life give birth to fragmentation of time. Microblogging has huge number of users and have performance and various contents, including jokes, horoscopes, anecdotes, music, movies, and pictures and so on, which can be used to pass time.

Therefore, microblogging can meet users’ media motives. Users who get satisfied are willing to believe that the ones he follows will continue to release good information; also they are likely to believe others will release useful information. So users will use microblogging more frequently and longer, also they will follow more people to get more useful information and the followers will increase.

H2a: media satisfactions have a positive impact on microblogging using amount.

H2b: media satisfactions have a positive impact on microblogging network.

D. Relationship between microblogging network and using amount The more followings and followers will prompt users to

update more frequently and then length of time is longer. Some scholars [29] found that size of social network has impact on using frequency, so we propose hypothesis H3:

H3: microblogging network has a positive impact on using amount.

IV. METHOLOGY

A. Data Collection Platform Currently researchers mostly select Twitter as object. This

study selects Sina-microblog as research object, which is the most similar to Twitter. Sina-microblog has a long-time development high coverage, so users are very suitable for the survey.

We use questionnaires survey and design and proceed on an online questionnaire named as “Wen juan xing”. The survey is promoting through Renren, email and Sina-microblog. Finally we collect 215 questionnaires.

B. Measures According restatement method by Rayburn and Palmgreen

[26], we use the same scales to measure motives and satisfactions. There are 16 questions totally, among which 9 are in social dimension and 7 are in media dimension. Likert-5 scale is used to measure from strongly disagree to strongly agree. The measures are shown in table 1.

TABLE I. MEASURE OF MOTIVES AND SATISFACTIONS

Measures of motives and satisfactions Variable Measures Source

Social

Participate in discussion Express myself freely Give or seek help Make friends Share others’ views Share life experiences Keep in touch with others Communicate with many people at the same time Convenient

Papacharissi &M. Rubin, 2002

Media

Get news fast Collect information Pass the time Relax Microblogging has various contents Can follow favorite star Contents are interesting

Papacharissi &M. Rubin, 2002;

Java et al., 2007

V. RESULTS In 215 questionnaires we get, 32 students do not use Sina-

microblog, 2 questionnaires respond in less than 60 seconds (which is the shortest time we consider), 17 respondents choose

same answers to different questions, which indicates that the respondents do not treat the survey seriously. Finally we get 164 valid questionnaires. We apply SPSS 20 and Smartpls 2.0 to analyze the data. PLS is suitable to the research which is still in theoretical study, and can test measure and structure model (Barclay et al., 1995).

A. Demographic Data Most users use laptops and mobile phones to browse Sina-

microblog, accounting for 78.66% and 65.24% of all users. 51.83 % of users are female, which is consistent with Sina-microblog report [22], indicating that core main users are female. Users between 21 and 26 years old account for more than 90%.

We analyze relationship between user behaviors and gender, age, education separately, and find that female and male reflect differently to user behavior (p<0.05), also age and education are correlated to use behavior (p<0.05). Therefore, we use gender, age and education as control variables.

B. Structural Model Firstly, we apply mean t-test in SPSS to compare

satisfactions and motives to answer question 1. The results show in table 2.

Satisfactions and motives show a significant positive difference in participate in discussion, give or seek help and microblogging has various contents. That is, microblogging meet these three needs of users.

TABLE II. DIFFERNCES BETWEEN SATISFACTIONS AND MOTIVES

Satisfactions -motives Differences

Mean Standard variation t Significa

nce Participate in discussion .152 .862 2.264 .025 Express myself freely -.159 .879 -2.310 .022 Give or seek help .122 .898 1.738 .084 Make friends .037 .878 .533 .595 Share others’ views -.110 .872 -1.611 .109 Share life experiences -.061 .841 -.928 .355 Keep in touch with others .030 .794 .492 .624 Communicate with many people at the same time .030 .847 .461 .645

Convenient .067 .776 1.106 .270 Get news fast -.073 .705 -1.328 .186 Collect information -.043 .801 -.682 .496 Pass the time .030 .779 .501 .617 Relax -.104 .819 -1.622 .107 Microblogging has various contents .152 1.094 1.784 .076

Can follow favorite star -.098 1.163 -1.074 .284 Contents are interesting -.354 .938 -4.827 .000

We apply smartpls to test research model to answer question 2, the results show in figure.2 and table 3.

Gender

Age

Education

-0.062ns

0.148ns

0.118ns

-0.008ns

-0.084ns

0.022ns

-0.001ns

0.003ns

-0.009ns

User behaviors Satisfactions

Amount

Network

0.52***

Social satisfactions

Media satisfactions

R2=6.9%

R2=37.6%

Figure 2. Testing results

In this study, R2 is 37.6% and 6.9% separately for using amount and microblogging network, so the model can explain using amount well but the explanation for microblogging network is not good.

TABLE III. T-TEST RESULTS

t-test

Path Coefficient t

H1a: social satisfactions-> using amount -0.062 0.6561

H1b: social satisfactions-> microblogging network 0.148 1.3461

H2a: media satisfactions-> using amount 0.268 2.7631**

H2b: media satisfactions-> microblogging network 0.118 1.0165

H3: microblogging network-> using amount 0.520 6.8438***

gender-> using amount -0.008 0.0973

gender-> microblogging network -0.084 0.8571

age-> using amount 0.022 0.2288

age-> microblogging network -0.001 0.0035

education-> using amount 0.003 0.0232 education-> microblogging network -0.009 0.0867

H1a and H1b are not supported, which indicate social satisfactions have no significant impact on user behaviors. So microblogging is weak in social property. Actually, users concern about whom they contact with or familiar with in real life to know what they are up to. However, microblogging is a strangers circle and users do not very concern with strangers. So from the point of view of social, users update microblogging only to keep updates with friends; besides, they more like to communicate on social network because there are friends and classmates they are familiar with.

H2a is supported but H2b is not supported, which indicate media satisfactions has a positive impact on using amount but has no significant impact on microblogging network. Actually, users follow others to get information they are interested with, including news, entertainment or others. They only follow whom they are interested with, so increased media satisfactions will not lead to expansion of microblogging network.

H3 is supported, which indicate users with more followers and followings will use microblogging more frequent and longer.

Microblogging network has positive impact on using amount and the total sample explain microblogging network at a 6.9% level, so we further investigate relationship between satisfactions and using amount within different size of microblogging network. We choose two groups based on demographic statistics:

Group 1: followers and followings less than 50

Group 2: followers and followings belongs to (50,150)

The results show in table 4. R2 is 31.1% and 28.8% for group 1 and 2 separately, which indicate satisfactions can explain using amount well. Also, social satisfactions have no significant impact on using amount, but media satisfactions have a positive impact on using amount. So we think Sina-microblog is stronger in media property than social property.

TABLE IV. RELATIONSHIP BETWEEN SATISFACTIONS AND USING AMOUNT

Path

First group (R2=31.1%)

Second group (R2=28.8%)

Coefficient t Coeffici

ent t

H1a: social satisfactions-> using amount

0.353 0.935 -0.4 1.18

H2a: media satisfactions-> using amount 0.29** 3.285 0.32* 2.157

Our findings are consistent with Johnson [35] that is users follow others to get useful information.

Li Kaifu [30] believes that Chinese microblogging is more like a media, because it contains about 4-5 times amount of information than English characters. Sina CEO Charles Chao said, microblogging in China is weak in social property and has great performance in media property because Chinese people have more media needs [31]. Haewoon et al. [6] believe that Twitter is different from social networks and it’s more like a information media.

VI. CONCLUSION This study researches on two questions, one is which needs

of users are satisfied by using microblogging, and the other one is the impact of social and media satisfactions on user behaviors. It’s based on existing academic researches, and proceeds through theoretical analysis, interviews and empirical study. The results show that social satisfactions have no significant impact on microblogging using amount and network, however media satisfactions have a positive impact on microblogging using amount.

This study enriches academic research in microblogging, especially in understanding basic property of microblogging, which paves the way for future studies. We apply uses and gratifications theory in studying IS user behavior, which has multi-disciplinary significance. Besides, microblogging user behaviors are described in two aspects, one is using amount including frequency and time length, and the other one is

microblogging network including number of followers and followings, which can measure user behaviors better.

According to the results, social satisfactions have no positive impact on user behaviors so microblogging is weak in social property. So we advise Sina-microblog to strengthen social networks features. Currently, Sina-microblog is on the way to transfer to social networks. It has integrated social network service into microblogging, and added applications like instant message, social games, and photo albums. Besides, with the implementation of real-name rule, Sina-microblog has a great opportunity to transfer to a social network service. In future, we advise Sina-microblog can increase interactive applications, for example, to add games based on friends, and expand online activities to offline so as to nurture relationship to increase user sticky.

Additional, media satisfactions have positive impact on use behaviors, so if users are more satisfied with media property, they will use microblogging more frequently and longer. Microblogging has an advantage of timeliness than traditional media. Everyone is news source and microblogging is an effective information platform for real-time news and emergencies. As of a broad group of users, Sina-microblog needs to focus on information reliability and authenticity. We advise Sina-microblog to set up related rules and laws, assisted with online rumors teams to ensure that information is accurate to avoid users churn and unsatisfied.

Although we follow rigorous and standardized research methods, apply mature theory and existing research to explore this study, however there are some limitations due to time constraint.

First is the limitation of research object. Our research object is college students who use Sina-microblog. Because author is a master student, and also promotion of questionnaire survey depends on surroundings, so graduate students account for a large proportion. According to demographic statistics, master students account for 57.32% of total sample, and users between 24-26 years old account for 61.59% of total sample, which can not reflect actual situations of Sina-microblog college users.

Second is the limitation of research carrier. This study chooses Sina-microblog, which has largest number of users. However we do not consider users of other microblogging service in China, which will lead to some limitations.

In future, researchers can include user’s personality into research model, to interpret microblogging user behaviors. Also, we just focus on college students who use Sina-microblog. Future research can compare different microblogging service because different microblogging provide different services and relationship between user satisfactions and user behaviors may be different. As to research object, future research can follow user report by China Network Information of Center of China (CNNIC) and apply sample survey to study the whole users.

REFERENCES [1] Wikipedia. Micro-blogging. http://en.wikipedia.org/wiki/Microblogging. [2] McFedries, P. Technically speaking: All a-twitter. IEEE Spectrum,

2007, 44(10), 84.

[3] Twopcharts Inc. An estimate of active Twitter accounts per ultimo February 2012[EB/OL]. http://twopcharts.com/twitter500million.php.

[4] Cao Hong. Sina-microblog has more than 300 million users[EB/OL]. (2012-02-29) http://www.dfdaily.com/html/113/2012/2/29/750610.shtml.

[5] Microblogging[EB/OL]. http://baike.baidu.com/view/1567099.htm. [6] Haewoon Kwak, Changhyun Lee, Hosung Park, and Sue Moon. What is

Twitter, a Social Network or a News Media? The International World Wide Web Conference Committee (IW3C2), April 26–30, 2010.

[7] John E. Newhagen, Sheizaf Rafaeli. Why Communication Researchers Should Study the Internet: A Dialogue. Journal of Communication, Volume 46, Issue 1, pages 4–13, March 1996.

[8] Akshay Java, Xiaodan Song, Tim finin, Belle tseng. Why We Twitter: Understanding Microblogging Usage and Communities, Joint 9th WEBKDD and 1st SNA-KDD Workshop , August 12, 2007.

[9] Balachander Krishnamurthy, Phillipa Gill, and Martin Arlitt. A Few Chirps about Twitter. In Proc. of ACM SIGCOMM Workshop on Online Social Networks. Seattle, USA. August, 2008.

[10] Huberman, Bernardo A., Romero, Daniel M. and Wu, Fang. Social Networks that Matter: Twitter under the Microscope, December 5, 2008.

[11] Philip R. Johnson, Sung-Un Yang. Uses and Gratifications of Twitter: An Examination of User Motives and Satification of Twitter Use. Conference Paper, August 2009.

[12] Jansen, B. J., Zhang, Mimi, Sobel, K., & Chowdhury, A. Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 2009, 60(11), 2169-2188.

[13] Ehrlich, K., Shami, N. S. Microblogging inside and outside the workplace.. In Proceedings of the 4th International AAAI Conference on Weblogs and Social Media (ICWSM 2010), AAAI Publications.

[14] Katz, Elihu. “Mass Communications Research and the Study of Popular Culture: An Editorial Note on a Possible Future for this Journal,” Studies in Public Communication, 1959(2), 1-6.

[15] McLeod, JM, & Becker, LB (1981). The uses and gratifications approach. In D. D. Nimmo&K. R. Sanders (Eds.), Handbook of political communication (pp.67-99). Beverly Hills, CA: Sage.

[16] Mullany, Tan and Gallupe. Do essay a definition of user satisfaction, claiming that it is based on memories of the past use of a system. Conversely motivation, they suggest, is based on beliefs about the future use of the system.

[17] Rubin, A. M. The effect of locus of control on communication motivation, anxiety, and satisfaction. Communication Quarterly, 1993, 41, 161-171.

[18] Schutz, W. C. The interpersonal underworld. Palo Alto, CA: Science and Behavior Books, 1966.

[19] Rubin, R. B., Perse, E. M., & Barbato, C. A. Conceptualization and measurement of interpersonal communication motives. Human Communication Research, 1988, 14: 602-628.

[20] Papacharissi, Z., & Rubin, A. M. Predictors of Internet use. Journal of Broadcasting & Electronic Media, 2000, 44: 175-196.

[21] McKenna, K.Y.A., and J.A. Bargh. Coming out in the age of the internet: Identity "demarginalization" through virtual group participation. Journal of Personality and Social Psychology, 1998, 75: 681.

[22] B. A. Nardi, D. J. Schiano, M. Gumbrecht, and L. Swartz. Why we blog. Commun. ACM, 47(12):41–46, 2004.

[23] Xiang nan. 84.7% of 80s and 90s use microblogging. (2011-12-15) http://zqb.cyol.com/html/2011-12/15/nw.D110000zgqnb_20111215_2-07.htm.

[24] JOSEPH B. WALTHER, JUDEE K. BURGOON. Relational Communication in Computer-Mediated Interaction. Human Communication Research, 1992, 19: 50-88.

[25] Andrew Burton-Jones, Detmar W. Straub Jr. Reconceptualizing System Usage: An Approach and Empirical Test. Information Systems Research, 2006, 17: 228-246.

[26] Rayburn, J.D., & Palmgreen, P. Merging uses and gratifications and expectancy-value theory. Communication Research, 1984, 11: 537-562.

[27] Nicole B. Ellison, Charles Steinfield, Cliff Lampe. The Benefits of Facebook ‘‘Friends:’’ Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 2007, 12: 1143–1168.

[28] T. Lento, H.Welser, L. Gu, and M. Smith. The ties that blog: Examining the relationship between social ties and continued participation in the wallop weblogging system. In 3rd annual workshop on the Weblogging Ecosystem, Edimburgh, 2006.

[29] Stuart J Barnes, Martin Böhringer. Continuance Usage Intention in Microblogging Services: The Case of Twitter.

[30] Zhao Xing. Chinese microblogging is stongger in media property. (2011-07-23) http://content.businessvalue.com.cn/post/4135.html.

[31] Charles Chao. Microblogging is stronger in media property[EB/OL]. (2011-11-06) http://tech.sina.com.cn/i/2011-11-06/12226281084.shtml.