信息疫情下农村地区社交媒体老年用户信息规避行为影响因素研究

Elderly Social Media Users in Rural Areas under the Information Epidemic

[目的/意义]探索信息疫情下农村地区社交媒体老年用户信息规避行为影响因素,为深入理解社交媒体老年用户信息回避行为,减轻信息疫情造成的不良体验,避免不必要的信息损失,提供一定的理论参考。[方法/过程]通过文献研究结合专家咨询,提取环境、信息、认知及情感4个影响维度建立影响因素理论模型。采用随机抽样法,选取农村地区有过疫情信息规避经历的260名社交媒体老年用户为研究对象,并采用自制量表收集数据,利用结构方程模型进行验证。[结果/结论]认知、情感是信息疫情环境下,影响社交媒体老年用户信息规避行为的内驱因素和直接因素,正向影响老年用户信息回避行为。信息、环境属于外部驱动因素,信息因素可通过认知因素和情感因素的中介作用,间接对老年用户造成影响;环境因素仅通过认知因素间接影响老年用户信息回避行为。

[Purpose/significance]The paper is to explore the influencing factors of information avoidance behavior of elderly so⁃cial media users in rural areas under the information epidemic􀆯and provide theoretical reference for further understanding the information avoidance behavior of elderly social media users􀆯reducing the adverse experience caused by the information epidemic􀆯and avoiding un⁃necessary information loss.[Method/process]Through literature research and expert consultation􀆯the paper extracts four dimensions of environment􀆯information􀆯cognition and emotion to establish a theoretical model of influencing factors.It uses the random sampling meth⁃od􀆯selects 260 elderly social media users in rural areas who had experienced the epidemic information avoidance as the research ob⁃jects􀆯collects data by a self-made scale and verifies by structural equation model.[Result/conclusion]Cognition and emotion are the internal driving factors and direct factors that affect the information avoidance behavior of elderly users of social media in the information epidemic environment􀆯and positively affect the information avoidance behavior of elderly users.Information and environment are external driving factors􀆯and information factors can indirectly affect the elderly users through the intermediary of cognitive factors and emotional factors.Environmental factors only indirectly affect the information avoidance behavior of elderly users through cognitive factors.