整合ECM与D&M模型的科普活动持续参与意愿研究——以高校学生为受众的视角

Integrating ECM and D&M Models to Study the Willingness of Continuously Participation in College Science Popularization Activities:From the Perspective of College Students as Audience

以高校学生为研究对象,构建了包含中介的高校科普活动持续参与意愿概念模型。通过对浙江、安徽、吉林3省24校进行深入调查与数据采集,结合数据分析软件AMOS与SPSS的检验发现:科普活动持续参与意愿受内容感知、服务感知、认知信任、社会氛围与满意度的直接影响,认知信任在内容感知与满意度关系中起中介作用。提出高校科普活动优化要点:高校科普活动应从多个维度共同发力;重视科普活动的全过程管理;利用系统建设方式鼓励科学家加入科普行列以提升科普活动的内容感知水平;打造大学生科普专业人才队伍以提升高校面向社会的科普服务能力等。

Taking university students as research objects,this paper constructs a conceptual model of willingness of continuous participation of science popularization activities including intermediary model.Through investigating and data collection of 24 universities from 3 provinces of Zhejiang,Anhui,and Jilin,analyzed by AMOS and SPSS,we found that willingness of continuous participation is directly influenced by content perception,service perception,cognition trust,social atmosphere and satisfaction,among of which that cognitive trust partially mediates the relationship between content perception and satisfaction.Based on the above,this paper puts forward countermeasures and suggestions:the activies of popularization of science in colleges and universities should make efforts from multiple dimensions;whole process management of science popularization activities should be paid attention to;scientists should be encouraged to join the queue of science popularization by means of system construction in order to improve the content perception level of science popularization activities;a professional team of collega students should be built to enhance the science popularization service ability in colleges and universities.