风险感知与自我效能的正和博弈——基于ELM模型的健康类信息搜索行为影响因素研究

The Positive-sum game between Risk perception and Self-efficacy: Examining the Predictors of Online Information Searching from the Perspective of ELM Model

本文运用精细加工可能性模型研究互联网环境下用户的健康信息搜寻行为,认为用户的行为改变受到来自中心路径(信息质量)和边缘路径(信源质量)的双重影响,并在此过程中受到个人能力因素(信息自我效能)与动机因素(健康风险感知)的双重调节。文章首先基于已有的文献构建互联网健康信息搜寻行为影响因素研究模型,然后采用问卷调查法,搜集501份有效样本数据。在此基础上分析发现:信息质量和信源质量都显著正向影响用户对于健康信息有用性的感知,且健康信息有用性受到信息自我效能与健康风险感知正向调节后进一步显著影响受众的健康类信息搜寻行为。

The paper studied the users’behaviour of searching for health information in the Internet environment with the use of elaboration likelihood model.We think that the changes of the users’behaviour are affected both by the central route(the quality of the information)and the peripheral route(the quality of the information sources),during which they are adjusted by the factor of personal ability(information self-efficacy)and the factor of motivation(health risk perception)at the same time.We constructed the model of study on the factors of online health information searching based on existing literature.Then we issued totally 501 effective questionnaires to gather the sample data.On such basis of analysis,we have drawn the conclusion that there is a positive correlation both between the quality of the information and the quality of the information sources towards the users’perception of the serviceability of the health information,and that the serviceability of the health information will further affect the users’behaviour of searching for health information after adjusted by information self-efficacy and health risk perception.