社会化问答情境下网络用户信息规避行为的影响机制研究——基于扎根理论的探索性分析

A Study on the Influencing Factors of Information Avoidance Behavior of Internet Users in the Context of Social Question and Answer——Exploratory Analysis Based on Grounded Theory

【目的/意义】为揭示社会化问答情境下网络用户信息规避行为的影响因素,引导用户减少信息规避行为,优化和创新社会化问答社区信息管理和服务模式。【方法/过程】选取典型的社会化问答社区——知乎作为研究对象,应用扎根理论方法,通过数据资料收集、三级编码等过程,结合认知失调理论构建了社会化问答情境下网络用户信息规避行为的影响因素模型。【结果/结论】研究发现社区氛围和社群影响直接影响信息规避行为发生;信息质量、信息需求、期望价值、自身能力通过认知失调的中介作用间接影响信息规避行为发生;感知威胁、情感偏好、平台体验、管理机制通过情感不适的中介作用间接影响信息规避行为发生。【创新/局限】本文在样本数据和影响因素挖掘方面还存在不足,未来研究将会进一步完善。

【Purpose/significance】In order to reveal the influencing factors of online users'information avoidance behavior in the context of social question answering,guide users to reduce information avoidance behavior,and optimize and innovate the information management and service mode of social question answering community.【Method/process】Selecting a typical social Q&A community,Zhihu,as the research object,applying the grounded theory method,through data collection,three-level coding and other processes,combined with cognitive dissonance theory to construct a network user in the context of social Q&A a model of influencing factors of information avoidance behavior.【Result/conclusion】The study found that community atmosphere and community influence directly affect the occurrence of information avoidance behavior;information quality,information demand,expected value,and self-ability indirectly affect the occurrence of information avoidance behavior through the mediating effect of cognitive dissonance;perceived threat,emotional preference,platform experience,and management mechanism indirectly affect the occurrence of information avoidance behavior through the mediating effect of emotional discomfort.【Innovation/limitation】There are still deficiencies in sample data and influence factor mining,which will be further improved in future research.