心理距离视角下网络舆情传播意愿影响因素研究

Research on Influential Factors of Willingness to Disseminate Network Public Opinion from the Perspective of Psychological Distance

[目的/意义]网络舆情传播意愿的形成是网民的一种心理活动,与心理距离密不可分。了解影响网络舆情传播意愿的主要因素,有助于监督管控部门更加卓有成效地对网络舆情进行预警和治理。[方法/过程]通过对心理距离理论的深层次剖析,对其构成进行阐述,并从时间距离、空间距离、社会距离、概率4个维度出发,做出系列理论假设,利用调查问卷法和最优尺度回归分析法,识别出主要影响因素及其重要程度。[结果/结论]最终归纳出7个影响网民改变其自身传播意愿的主要因素,即报道时间、家乡相关、向往地相关、生活相关、亲戚朋友发布、媒体官方发布、企业官方发布,从这7个影响因素出发监控舆情,可以帮助舆情管控部门更有针对性地掌控舆情的传播方向。

[Purpose/significance]The formation of the willingness to disseminate network public opinion is a psychological activity of netizens, which is inseparable from psychological distance. Understanding the main factors that influence the willingness to disseminate network public opinion will help the supervising and controlling departments to conduct pre-warning and management of network public opinion more effectively.[Method/process] Based on the deep analysis of the psychological distance theory, this paper expounds the constitution of the psychological distance, and makes a series of theoretical assumptions in the view of time distance, spatial distance, social distance and probability. Then it identifies the main factors and their importance using questionnaire method and optimal scale regression analysis method.[Result/conclusion] Finally, it concludes 7 main factors that influence netizens to change their disseminate willingness which contain the reporting time, home related, yearning related, life related, relatives and friends release, media official release, enterprise official release. Monitoring the public opinion from these seven factors will help the supervising and controlling departments controlling the direction of public opinion dissemination more pertinently.