：社会化分享为内容供应商和社交媒体带来了流量与话题的双重价值。文章从动机角度出发理解用户的社会化分享行为，通过梳理和总结相关领域的理论与动机研究成果，提炼出社会化分享动机集合，借助用户访谈和专家调查法构建社会化分享动机测量量表，基于472份问卷调查数据展开因子分析，识别了社会化分享的六类关键动机：形象管理、消遣从众、利他主义、记录保存、情感表达、集体主义。

Social sharing brings the dual value of traffic and topic to content providers and social media. With a review of the correlation theories and motivation researches, through user and expert interview, this paper constructs a measurement scale of social sharing motivation, and then data were obtained by 472 questionnaire. Factor analysis is used to identify six key motivations of social sharing: image management, entertainment, altruism, record, emotional expression and collectivism.