公益微信的信息传播行为研究

Research on Communication Behavior of Public Welfare Information in We Chat

【目的/意义】近年来公益微信崭露头角,发挥微信社交平台的公益情感粘性,对于提高公益信息的传播效率、调动公众慈善热情具有重要意义。【方法/过程】结合公益微信的平台特征,以计划行为理论为基础,从主观规范、行为态度和知觉行为控制三个层面入手,整合构建微信公益信息传播影响因素模型,探讨公益微信的信息传播行为影响机制,针对变量提出研究假设并通过实证研究进行验证。【结果/结论】主观规范、行为态度和知觉行为控制等因素对用户的公益信息传播行为有正向影响。其中,主观规范是主要影响因素。

[ Purpose/significance ] With the development of public welfare WeChat in recent years, playing WeChat social platform emotional cohesion of public emotion is significant to improve the efficiency of public information dissemination and to arouse public enthusiasm for charity. [ Method/process ] Combining platform features of public welfare WeChat, based on the theory of planned behavior, from the three aspects of subjective norms, behavioral attitudes and perceived behavior control,this paper constructs the influence model of WeChat public welfare information,and discusses the influence mechanisms.The research hypothesis is proposed for the variables and verified by empirical research. [Results^conclusion] Subjective norms, behavioral attitudes and perceived behavior control have positive impact on the user＇s public information dissemination behavior. Among them, subjective norms are the main influencing factors.