突发事件中公众参与应对社会化媒体不实信息的意愿研究

Research on Public Participation Willingness in Combating Unconfirmed Information on Social Media in Emergency Events

[目的/意义]大规模的公众参与能使不实信息在传播初期得到有效抑制,研究这种现象有助于从新的角度思考社会化媒体在不实信息应对中扮演的角色。[方法/过程]借鉴了计划行为理论为和动机理论,构建了研究突发事件中公众参与应对社会化媒体不实信息的意愿的概念模型,利用结构方程模型对问卷采集的数据进行了分析。[结果/结论]研究结果表明自我发展、乐于助人、声望寻求三个动机因素对行为态度有显著正向影响;社会交往和互惠期望对行为态度的影响不显著;行为态度、主观规范、感知行为控制均与行为意愿显著正相关;主观规范同时也对行为态度有着显著正向影响。

[ Purpose/Significance ] With broad mass participation, unconfirmed information can be easily verified and corrected at a very early stage of propagation, the study of this phenomenon may provide new insights into social media＇s role in combating unconfmned in- formation. [ Method/Proeess] Based on the theory of planned behavior and the theory of motivation, the study constructed a conceptual model to explore the public＇s participation behavior intention facing the unconfirmed information on social media during emergent events. Using questionnaire data, adopting the structural equation modeling method, the hypothesized relationships were analyzed. [ Result/Con- clusion ] The results indicate that the three motivation factors including self-development, enjoying helping and status-seeking all have sig- nificant positive influence on behavior attitude, while social interaction and reciprocal expectation haven＇t, and that behavior attitude, sub- ject norms and perceived behavior control have the same significant positive effect on behavior intention. The findings also supported that subject norms have significant positive influence on behavior attitude.