大学生社交网络礼仪认知与行为影响因素研究

A Study on the Factors Influencing College Students’Social Media Netiquette Cognition and Behavior

网络礼仪作为人际传播在网络生态环境中形成的社会规范,在人际关系交往与网络文明建设中发挥重要作用。本文聚焦社交平台这一特定交往情境下的网络礼仪,以用户活跃度较高的大学生群体为研究对象,通过半结构化访谈收集资料,参照社会认知理论,从认知、环境层面分析大学生网络礼仪行为的影响因素;从大学生对网络礼仪的习得过程以及自我效能感、结果预期等方面探析大学生对社交网络礼仪的认知;从行为主体的社会环境、网络环境方面分析环境对大学生网络礼仪行为的影响;并从平台管理、教育引导、技术赋能等角度思考大学生网络礼仪的提升路径。

Network etiquette,as a social norm formed by interpersonal communication in the network ecology,plays an important role in interpersonal communication and the construction of network civilization.This paper focuses on the network etiquette in the specific interaction context of social platforms,takes the college students with high user activity as the research object,collects data through semi⁃structured interviews,uses rooting theory to code the data,and analyzes the influencing factors of college students’network etiquette behavior from the cognitive and environmental perspectives with reference to social cognitive theory.The cognitive state of college students’social network etiquette is analyzed from factors such as self⁃efficacy and outcome expectation.The influence of environment on college students’network etiquette behavior is analyzed from the aspect of social environment and network environment of the actor,and the path of college students’network etiquette enhancement is considered from the perspective of platform management,education guidance and technology empowerment.