社交用户科学传播行为生成因素及其关联关系研究--基于扎根理论与结构方程模型视角的实证分析

Research on the Factors of Social Users’ Scientific Communication Behavior and its Correlation --Based on Grounded Theory and Structural Equation Model

社交媒介作为一种新的"现实空间",回归了人际交流与传播的最初本源,这也导致了该场域中的科学传播样态回归到了以人为本的交流。社交用户成为科学传播的基本核心构成要素,其传播行为建构了传播运动的过程,同时也控制了科学交流与传播的结果。基于社交用户传播行为对科学传播至关重要的意义,通过扎根理论结合问卷调查与结构方程模型检验,针对影响社交用户科学传播行为生成的内驱外因进行了深层分析。研究表明,作为社交媒介场域的客观情境,关系强度对感知有用与感知愉悦构成正向影响;信任共享与技术涉入对感知易用与感知愉悦构成正向影响;信息质量对感知易用、感知有用与感知愉悦均构成正向影响。该研究能够对科学传播现有研究进行理论补充与实践检验,为后期社交媒介科学传播优化策略与建议的提出提供依据。

As a new "real space", social media has returned to the original source of interpersonal communication and dissemination, which has also led to the return of scientific communication to people-oriented communication in this field. Social users become the basic and core components of scientific communication. Their communication behavior not only constructs the process of communication, but also controls the results of scientific communication and dissemination. Based on the importance of social users’ communication behavior to science communication, this paper analyzes the internal and external factors that affect the generation of social users’ science communication behavior through grounded theory, questionnaire survey and structural equation model test. The research shows that as the objective situation of social media field, relationship intensity has a positive influence on perceived usefulness and perceived pleasure. Trust sharing and technology involvement have a positive impact on perceived ease of use and perceived pleasure. Information quality has a positive effect on perceived ease of use, perceived usefulness and perceived pleasure. This research can supplement the existing research on scientific communication in theory and practice, and provide the basis for the optimization strategy and suggestion of social media scientific communication in the later stage.