线上关系信任.pdf

线上关系信任、互动模式及内容分析 ——“关系”文化特质的虚拟呈现 刘 凯 [摘要] ：“熟人”和“陌生人”是一对研究中国“关系”行为理论的重要概念。 在虚拟空间极大扩展了个体构建关系网络的范围和种类。本研究要探求的问题是： 虚拟交往模式是否与“关系”行为理论一致，“关系”文化内涵是否在虚拟世界有 所改变。基于对 570 份问卷的数据分析，本研究发现：在工具性交换层面，现实 熟人强于线上生人，线上生人强于线上陌生人；工具性交换与关系强度成正比； 在情感交流层面，线上陌生人强于现实熟人，现实熟人强于线上生人，关系强度 最弱和最强的两端支持较高的感情交流，而线上生人在分享”娱乐八卦”和“游 戏互动”上比较突出明显。“关系”文化在虚拟社区有着明显的投射。 关键词： 线上关系 互动行为 “关系”与虚拟社区 Analysis of the mode of interactive relations online and its content -- The virtue display of culture characteristics of Guanxi [Abstract]Acquaintance and stranger are a pair of important concepts in the study of Guanxi behavior theory in China. The arrange of Guanxi relation and its categories constructed by individuals are greatly expanded in virtual space. This study is to explore the following two questions. The first one is whether the mode of virtual communication accords with Guanxi behavior theory. The second one is whether cultural connotation of Guanxi has been changed in the virtual world. Based on the data analysis of 570 questionnaires, this study finds out that, on the level of instrumental exchange, the tie of acquaintance in reality is stronger than that of unfamiliar ones online ；the tie of unfamiliar ones is stronger than that of total strangers; instrumental exchange is proportional to the degree of relations. On the level of emotional exchange, the tie of strangers stronger than that of acquaintance in reality and the tie of acquaintance is stronger than that of unfamiliar ones. In addition, the weakest and strongest ties both support higher emotional exchanges, while unfamiliar ones online prefer to share entertainment and interactive games, which is prominent. Cult