突发风险事件中公众跟帖行为影响因素分析——基于探索性序列设计的混合研究

A Mixed Methods Approach to the Posting of Comments Online in Risk Event

[目的/意义]对突发风险事件中公众跟帖行为影响因素的考察,有利于拓展对风险沟通中网民逻辑规律性的认识,提高沟通效率。[方法/过程]采用探索性序列设计的混合研究,首先对35名活跃跟帖者深度访谈资料进行扎根研究,随后使用结构方程模型检验扎根研究建构的理论框架(N=688)。[结果/结论]研究发现感知到跟帖价值是公众跟帖行为发生的前置变量;跟帖带来的利益和付出的成本同时影响跟帖价值感知,利益包括利己的“情绪满足”和“获得认同”和利他的“线上贡献”,成本包括“主观成本”和“客观成本”;“利己”和“利他”对跟帖行为的影响路径不同,“利己”对跟帖行为的影响沿着两条路径进行,直接效应和经由跟帖价值感知的间接效应,“利他”则完全通过跟帖价值感知影响跟帖行为。

[Purpose/Significance] The analysis of the key factors that affect users' willingness to comment will help to further study the behavior and motivation of Internet users.[Method/Process] We adopted a mixed methods approach. We first adopted a qualitative study to explore what motivates people to post comments online in risk event. These were then used as the basis for development of a theoretical research model to undertake a quantitative study.[Result/Conclusion] The results explain how people decide to post comments online in risk event.