微博公共危机信息传播顺序如何影响转发行为——基于SMCC与ICTs的理论解释和实验分析

How Does the Micro-Blog Public Crisis Information Transmission Order Affect the Forwarding Behavior?——Based on SMCC and Icts Theoretical Interpretation and Experimental Analysis

【目的/意义】研究微博环境下公共危机事件信息来源和责任归因对于受众行为的影响,具有重要的理论价值和现实意义。【方法/过程】基于社交媒介危机传播理论(SMCC),结合信息传播技术演替理论(ICTs),采用实验法探讨了信息传播的先后顺序和危机类型对转发意愿和转发效价的影响。【结果/结论】在公共危机事件中,先接受非官方来源信息的受众会有更强的转发意愿和负面传播效价;不同类型的危机对受众转发意愿有显著差异,但对转发效价影响不显著;危机信息传播顺序与危机类型会对受众的转发行为产生交互作用,并且危机信息传播顺序对错误型危机的作用最为明显。

【Purpose/significance】It is of great theoretical and practical significance to study the impact of information sources and responsibility attribution on public behavior in the context of micro-blog.【Method/process】Based on social media crisis communication theory（SMCC）,combining information and communication technology（ICTs）, succession theory of information dissemination order and the type of crisis influence on forwarding intention and forwarding titer are discussed by using the method of experiment.【Result/conclusion】In the public crisis,the audience who obtain the information by the non-official sources will have stronger forwarding intention and negative propagation titer; there is a significant difference in the forwarding intention of audience depengding on the different types of crisis,but no significant influence on forwarding titer.; the crisis communication order and the type of crisis will interact with the forwarding behavior of the audience; and the role of crisis information dissemination order is the most obvious mistake.