從小紅書視角探討社群媒體下的職場資訊分享行為

Abstract

隨著社群媒體成為現代資訊流通的重要管道，使用者在社群媒體平臺上的資訊行為會隨著網絡技術的發展與平臺的變化而發生改變，使用者如何在社群媒體平臺上選擇與分享資訊也成為研究關注的焦點。本研究旨在探討社群媒體使用者的職場資訊分享行為，分析影響其資訊分享行為的個人及環境因素，並構建社群媒體平臺使用者資訊分享行為模型。本研究以當下熱門的「小紅書」為社群媒體平臺之代表，抽樣4500條筆記進行内容分析；透過半結構式訪談法，訪談10位具有一定工作經驗的小紅書使用者，以瞭解在小紅書平臺上資訊分享的形式。結果顯示小紅書上的使用者在職場資訊上有「情緒」及「資訊」二類需求，小紅書上職場相關資訊擁有「情緒」、「知識」及「訊息」三類資訊價值，且可分為「職場文化」、「外表議題」、「知識技能與背景」、「職場趣事」、「性別議題」、「職場經驗」、「日常紀錄」、「好用物品」八個資訊主題，這些資訊透過圖文和視頻兩種形式呈現，新資訊的發佈通常集中在工作休息時段。使用者特徵可由其粉絲數量及其内容影響力劃分，整體而言，受訪者對在分享職場資訊的態度上較為保守。受訪者多透過個人人脈接觸到社群媒體並開始使用，且接觸使用時間之長短會因世代差異而產生不同，他們在社群媒體平臺上通常擁有知識性、娛樂性及社交性三種體驗，而在小紅書上則以獲取日常生活知識和休閑娛樂兩類行為為主。受訪者普遍在社群媒體上扮演資訊瀏覽者的角色，除在特定資訊需求情況下會進行資訊的檢索外，多為被動瀏覽，但在小紅書上，受訪者則更為活躍，會出於利他、利己和互利之動機來進行筆記的發佈或回應。社群媒體平臺的環境及職場環境均會影響社群媒體上的職場資訊分享。 本研究從資訊接收者的角度出發，探討使用者在社群媒體上的資訊分享，有助於傳統資訊行為的更新和發展。藉由前述之研究發現，本研究對社群媒體平臺之運營提出以下建議：優化資訊分類與檢索功能、激勵高質量資訊分享、促進互動與協作、提升資訊可信度與透明度；同時提醒使用者需培養資訊判斷力，在社群媒體使用過程中盡量核實資訊來源、參與建設性討論。

As social media has become a crucial channel for modern information dissemination, users' information behaviors on these platforms continue to evolve alongside advancements in network technology and platform dynamics. Understanding how users select and share information on social media has become a key research focus. This study aims to explore workplace information-sharing behaviors among social media users, analyzing the personal and environmental factors influencing such behaviors and constructing a model for social media users' information-sharing behavior. Using the popular social media platform RED(Xiaohongshu) as a representative case, this study employs content analysis to examine 4,500 posts and conducts semi-structured interviews with 10 RED(Xiaohongshu) users with relevant work experience. The findings reveal that workplace information needs on RED(Xiaohongshu) can be categorized into two primary dimensions: "emotional" and "informational" needs. Workplace-related content on the platform carries three types of information value—"emotional," "knowledge-based," and "informational"—and can be classified into eight thematic categories: workplace culture, appearance-related topics, knowledge and skills, workplace anecdotes, gender issues, workplace experiences, daily records, and useful workplace items. These types of information are presented through both text-image and video formats, with new content postings typically concentrated during work breaks. User characteristics are distinguished based on follower count and content influence. Overall, interviewees demonstrated a conservative attitude toward sharing workplace information. Most respondents were introduced to social media through personal networks, and generational differences influenced their duration and frequency of social media engagement. On social media platforms, users typically engage in knowledge acquisition, entertainment, and social interactions, while their activities on RED(Xiaohongshu) are primarily centered on acquiring daily life knowledge and leisure activities. The findings indicate that most respondents act as passive information consumers, browsing content rather than actively searching for specific information. However, on RED(Xiaohongshu), users tend to be more engaged, sharing posts or responding to content based on altruistic, self-serving, or mutually beneficial motivations. Both the platform environment and workplace dynamics influence workplace information-sharing behaviors on social media. By examining social media information-sharing from the perspective of information recipients, this study contributes to the advancement of traditional information behavior research. Based on the findings, this study offers recommendations for social media platform operations, including optimizing information classification and retrieval functions, incentivizing high-quality information sharing, enhancing interaction and collaboration, and improving information credibility and transparency. Additionally, users are encouraged to cultivate critical information evaluation skills, verify sources, and engage in constructive discussions while using social media platforms.