基于聚类分析的中国青少年社交媒体使用研究

A Study of Chinese Adolescents’ Social Media Use Based on Cluster Analysis

摘要: 本研究通过聚类分析探讨了中国青少年在不同社交媒体平台上的使用行为。基于重庆、广东和安徽三地的青少年问卷数据，本研究从五类社交媒体(即时通讯、博客、论坛、短视频和游戏)使用频率入手，构建了多维度行为矩阵。研究采用K-means聚类方法，将青少年社交媒体使用行为分为三类群体：高活跃群体、低使用群体和选择性使用群体。研究结果显示，不同群体在社交媒体使用模式上存在显著差异，高活跃群体在所有平台上均表现出较高的使用频率，而低使用群体的社交媒体使用频率则较低。选择性使用群体则呈现出在特定平台(如即时通讯、短视频和游戏)上的高频使用特征。本研究为理解青少年多平台社交媒体使用行为提供了新的视角，未来的研究可进一步探索学业压力与媒体使用行为之间的内在关系，并发展量化的耦合指数，量化制度性因素对技术使用的影响。

Abstract: This study explored the usage behaviors of Chinese adolescents on different social media platforms through cluster analysis. Based on questionnaire data from adolescents in Chongqing, Guangdong, and Anhui, this study constructed a multidimensional behavioral matrix from the frequency of use of five types of social media (instant messaging, blogs, forums, short videos, and games). The study used K-means clustering method to classify adolescents’ social media use behaviors into three groups: high-activity groups, low-use groups, and selective-use groups. The results of the study showed that there were significant differences in social media use patterns among the different groups, with the high-activity group showing a high frequency of use on all platforms, while the low-use group had a lower frequency of social media use. The selective-use group, on the other hand, showed high-frequency use characteristics on specific platforms (e.g., instant messaging, short videos, and games). This study provides new perspectives for understanding adolescents’ multi-platform social media use behavior. Future research could further explore the intrinsic relationship between academic pressure and media use behavior, and develop a quantitative coupling index to quantify the impact of institutional factors on technology use.