信息疫情下微博用户舆情信息传播行为意愿模型构建研究

Research on the Construction of Microblog Users’Behavioral Willingness Model for Public Opinion Information Dissemination in the Context of Infodemic

[目的/意义]信息疫情背景下,研究微博用户的舆情信息传播行为意愿,为改善微博舆论环境,合理引导微博用户的传播行为具有重要意义。[方法/过程]结合信息疫情背景整合计划行为理论(TPB)和规范激活理论(NAM),构建微博用户舆情信息传播行为意愿模型,采用结构方程模型(SEM)和模糊集定性比较分析方法(fsQCA)相结合的方法来探索用户行为意愿的条件组态。[结果/结论]该背景下用户所产生的传播行为意愿主要由主观规范、结果意识、行为态度这三个利己与利他并驱的行为动机激励,该结论为治理微博舆论环境提供了理论支撑。

[Purpose/significance]In the context of the information epidemic it is of great significance to study the willingness of microblog users to disseminate public opinion information in order to improve the public opinion environment of microblog users and reasonably guide their communication behavior.[Method/process]Based on the TPB and NAM theories a microblog user behavior willingness model for public opinion information dissemination is constructed.The method of combining Structural Equation Model(SEM)and Fuzzy Set Qualitative Comparative Analysis(fsQCA)is used to explore the conditional configuration of user behavior willingness.[Result/conclusion]In this context users’communication behavioral intentions are mainly motivated by three behavioral motivations namely subjective norms awareness of results and behavioral attitudes driven by both self-interest and altruism.This conclusion provides theoretical support for managing the public opinion environment of microblogs.