有关“分享”的心理学:人们为什么会在网上分享?

#研究分享#【有关“分享”的心理学:人们为什么会在网上分享?】1、给他人带来有价值的以及有趣的内容:94%的人会考虑自己分享的信息会给他人带来什么样的用途;2、向他人展示和界定自我:68%的人认为这么做会让别人更好地了解自己以及自己所关心的内容;3、去发展和培育我们的人际关系:73%的人在网上分享信息是因为这么做有助于自己在网上结交有共同兴趣的人;4、自我实现:69%的人声称在网上分享信息是因为这么做会让他们感觉自己更深地参与到这个世界中,从而更好地发挥自我价值;5、帮助传播自己关心并支持的事业或品牌。理解人们“分享”行为背后的驱动力,则能帮助营销人员更好地传播自己的内容。

【文章全文】The Psychology of Sharing

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Why do people share? The psychology of sharing

 

New York Times Insights: There has been an abundance of research on social media, but to date, no one has asked in a comprehensive way: why do people share? The Psychology of Sharing reveals groundbreaking research that fills this knowledge gap.

 

1To bring valuable and entertaining content to others

 

94%carefully consider how the information they share will be useful to the recipient

 

49%say sharing allows them to inform others of products they care about and potentially change opinions or encourage action

 

2To define ourselves to others

 

68%share to give people a better sense of who they are and what they care about

 

3To grow and nourish our relationships

 

78%share information online because it lets them stay connected to people they may not otherwise stay in touch with

 

73%share information because it helps them connect with others who share their interests

 

4Self-fulfillment

 

69%share information because it allows them to feel more involved in the world

 

5To get the word out about causes or brands

 

84%share because it is a way to support causes or issues they care about

 

【文章作者】Brian Brett

【文章来源】nytmarketing

【文章链接】http://nytmarketing.whsites.net/mediakit/pos/


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