公共危机中社会化媒体用户信息采纳行为的影响因素研究

Research on the Influence Factors of Social Media Users' Information Adoption Behavior under Public Crisis

公共危机中社会化媒体用户信息采纳行为直接关系到危机信息传播的效果。本文借鉴UTAUT模型、感知风险理论、危机情境传播理论和信息采纳模型,结合社会化媒体和公共危机信息的特点,构建结构方程模型,通过调查问卷收集数据,运用SPSS和AMOS软件进行数据分析与模型修正,从而识别影响社会化媒体用户危机信息采纳行为的主要因素。研究发现:危机信息采纳行为受到社会影响、促成条件、信息有用性和采纳意图等因素的正向影响,并受到感知风险的间接负向影响;同时,不同的人口统计量影响社会化媒体用户对危机信息不同影响因素的感知。根据研究结论得出科学引导社会化媒体用户正确采纳危机信息的建议,从而促进危机信息的有效传播。

The effect of crisis information dissemination is influenced directly by the information adoption behavior ofsocial media users in public crisis. Reference to UTAUT Model, Perceived Risk Theory, Situational Crisis TheoryCommunication Theory and Information Adoption Model, and combined with the characteristics of social media and publiccrisis information, this issue constructs a structural equation model. And this issue collects the required data throughquestionnaire and uses SPSS and AMOS software for data analysis and model modification, aiming to identify the mainfactors of the crisis information adoption behavior of social media users. This issue concludes as follows： crisis informationadoption behavior is affected by the social influence, enabling conditions, information availability, adoption intention andother factors positively. While it is affected by perceived risk negatively and indirectly; moreover, the different populationstatistics affects the social media users＇ perception of different factors of crisis information. According to the conclusions,we put forward some suggestions on guiding social media users how to adopt social media crisis information correctly, so asto promote the effective dissemination of crisis information.