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A cross-national study of Twitter users' motivations and continuance intentions

机译：关于Twitter用户动机和持续意图的跨国研究

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摘要

Given the explosive popularity and growth of microblogging worldwide and its potential use in the areas of public policy, civic activism, as well as marketing and advertising, the questions of why and how individuals use these services warrant a comprehensive research. While some studies addressing motivations to join and continue using Twitter have been published, no research to date has investigated these issues in the context of developing economies. This exploratory study seeks to build an understanding of Twitter usage and continuance motivations in Ukraine, and compares them to those of the US users. The findings of the study suggest that participants in both countries use Twitter for professional development, entertainment, status maintenance, and social interaction and exchange. The Ukrainian participants, however, emphasize Twitter use for identity negotiation and self-expression, as well as for news updates and sharing. The study also examines how different motivations of joining Twitter affect current Twitter usage and continuance intentions, and provides implications for public policy and advertising.
机译：鉴于微博在全球范围内的爆炸式增长和增长及其在公共政策，公民行动以及营销和广告领域的潜在用途，个人为何以及如何使用这些服务的问题值得进行全面研究。尽管已经发表了一些有关加入和继续使用Twitter动机的研究，但迄今为止，还没有任何研究在发展中经济体的背景下调查这些问题。这项探索性研究旨在了解乌克兰的Twitter使用和持续动机，并将其与美国用户进行比较。研究结果表明，两国参与者都使用Twitter进行职业发展，娱乐，状态维护以及社交互动和交流。但是，乌克兰参与者强调Twitter用于身份协商和自我表达以及新闻更新和共享。该研究还研究了加入Twitter的不同动机如何影响当前Twitter的使用和持续意图，并为公共政策和广告提供了启示。

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