“双碳”目标下大型体育赛事低碳信息说服机制研究

Persuasive Mechanism of Low-carbon Information about Mega Sports Events under“Dual Carbon”Targets

“双碳”目标下利用大型体育赛事向公众传播碳中和理念、提高公众低碳意识、促进低碳行为,对于动员全民参与碳达峰具有重要意义。以详尽可能性模型为理论基础,将信息特征及发布者类型引入分析框架,运用PLS-SEM方法分析信息特征与说服效果之间存在影响机制以及不同发布者影响机制的异同,进而构建差异化的大型体育赛事低碳信息说服机制。结果显示:文本逻辑以及曝光策略正向影响说服效果;媒介组合中,文本-图片信息比纯文本信息具有更强的说服效果,文本-视频信息与文本-图片信息无显著差异。发布者类型调节信息特征与说服效果间的关系,影响者更能够发挥良好文本结构及丰富媒介组合在提高说服效果方面的作用,组织账号在运用曝光策略提高说服效果方面表现更佳,文本可读性的影响在两者间无显著差异。

Under the“Double Carbon”goal,leveraging mega sports events to disseminate the concept of carbon neutrality,enhancing public's pro-environmental awareness,and promoting low-carbon behavior are of great significance to mobilize the whole population to participate in carbon peak campaign.Based on the ELM model,the authors include information characteristics and poster types into the model,and use PLS-SEM method to analyze the influence mechanisms between information characteristics and persuasive effects,as well as similarities and differences in influence mechanisms among different posters,so as to build a differentiated low-carbon information persuasion mechanism for mega sports events.Results show that text logic and exposure strategy have a positive impact on persuasion;As for media combination,text-image information has a stronger persuasive effect than pure text information,and there is no significant difference between textvideo information and text-image information.Poster type adjusts the relationship between information characteristics and persuasion effect.Influencing agents are more capable to improve the positive impact of good text structure and multiple media combinations on persuasive effects.Organizational accounts perform better in using exposure strategy to improve persuasion effect.There is no significant difference in the impact of text readability between different posters.