社交网络用户交互情景体验对危机信息持续分享意愿影响研究

Research of Effect of Interactive Situational Experience on Continuous Sharing Intention of Crisis Information in Social Network

[目的/意义]为了探索社交网络用户交互情景体验对危机信息持续分享意愿影响机制,对社交网络中不同情景信息进行分类和定级,实现危机信息的差异化监控与治理,并从交互情景体验视角强化用户对正面信息的持续分享意愿。[方法/过程]以用户知觉流畅性、认知专注度和线索依赖度为自变量,危机信息持续分享意愿为因变量,感知边际效用及期望确认度为中介变量构建研究理论模型,通过问卷调查法对相关数据进行采集,采用结构方程模型方法,并借助AMOS22.0统计软件对数据进行处理和分析。[结果/结论]其研究发现:1)社交网络中,用户知觉流畅性、认识专注度及线索依赖度分别通过感知边际效用及期望确认度的中介作用,对危机信息持续分享意愿产生显著正向影响。2)用户认识专注度对信息持续分享意愿的影响效应最大,其次为知觉流畅性,最后为线索依赖度。3)用户知觉流畅性、认识专注度及线索依赖度对用户持续分享意愿的影响效应,在人口统计学上均存在显著性差异。最后,对研究结果进行分析和讨论,并指出了研究价值及未来展望。

[Purpose/Significance]With the view to explore the influence mechanism of interactive situational experience on continuous sharing intention of crisis information in social network,classify and grade differently characterized information in the network,monitor and govern crisis information,and enhance the intention of continually sharing positive information from the perspective of interactive situational experience.[Method/Process]With perceptual fluency,cognitive concentration and cue dependency as independent variables,continuous sharing intention as dependent variable,perceived marginal utility and expectation confirmation as mediating variables,the paper constructed influence mechanism model of effect of interactive situational experience on continuous sharing intention of crisis information in social network.And the sample data was obtained through questionnaire survey.The data was analyzed using research methods SEM,and were processed through AMOS22.0.[Result/Conclusion]And it concluded that perceptual fluency,cognitive concentration and cue dependency had significant positive effect on continuous sharing intention through mediating variables perceived marginal utility and expectation confirmation.Among these,the effect of cognitive concentration was the most intensity,perceptual fluency more intensity,and the last was cue dependency.Besides,there was differential effect of interactive situational experience on continuous sharing intention between-and in-gender,age and education.And finally,the paper analyzed and discussed the research results,and indicated the theoretical and practical implication of the research conclusion.