National Undergraduate Microblogging Communicative Action Research

Theoretical framework for "Uses and gratifications" theory, combined with theopen-ended questionnaire, build the university student microblogging communicativeaction questionnaire. Forecast, project analysis, and deletion of items does not meet theconditions.Exploratory factor analysis, the amendments to the framework of thequestionnaire. Drawn four primary types of exchanges, interpersonal interaction type,self-identified contacts type, environmental monitoring exchanges type, entertainmentcontacts type. Of reliability and validity, confirmatory factor analysis, to prove that thequestionnaire is reliable and effective, can be used as an effective measurement tool forcollege students’microblogging communicative action measure.After a scientific sampling, the final selected college students across the countrysix administrative regions,21provinces, autonomous regions and municipalitiesdirectly under the Central Government,55colleges and universities, test numberreached8258, received7350valid questionnaires. Microblogging exchanges behaviorof college students conducted a detailed analysis of this study, from the three aspects ofthe college students’ microblogging characteristics, the microblogging usage behaviorand the type of microblogging exchanges.1. The analysis of the characteristics of college students microblogging users fromgender, grade, professional, household, personal computers, smart phones and monthlyconsumption level.2. From the Ownership of microblogging account, the real-name system, contactlong microblogging, microblogging use, concern, microblogging operating behavioranalysis Students microblogging user behavior.3. Analysis of interpersonal relationships, self-identified, environmentalmonitoring and pastime exchanges type specific differences in gender, grade,professional and household registration, and further analysis of cases of various types of exchanges.The analysis results of this study provide theoretical and practical support formicroblogging in education or student management research.