社交媒体生产视角下网络用户与生态议题的日常连接——基于“大熊猫粉丝”群体的实证研究

Daily Connection between Internet Users and Ecological Issues from the Perspective of Media Production:An Empirical Study Based on"Giant Panda Fans"

以“大熊猫粉丝”这类网络用户为研究对象,可探讨社交媒体内容生产与推送对网络用户生态保护行为产生的影响,并进而探讨生态议题与用户建立起日常连接的生成逻辑。基于理性行为理论建构了结构方程模型,研究发现:社交媒体生产视域下议题形象吸引度、内容创新两项变量,对用户共情意愿表达与用户行为均形成显著影响;用户错失焦虑仅对用户共情意愿表达产生显著影响,可以通过影响共情意愿表达进而影响用户行为;同时与之前相关研究发现不同的是,社会影响对网络用户的共情态度、用户行为生成无显著影响。研究的价值和创新点在于探讨了以生态议题为代表的公共性议题,在社交媒体生产下与网络用户行为之间的影响关系,及该行为连接生成的底层逻辑。

This study focuses on online users such as"giant panda fans"and explores the impact of social media content production and push on the ecological protection behavior of online users.Furthermore,it explores the generation logic of ecological issues and the establishment of daily connections of users.The study constructed a structural equation model based on rational behavior theory and found that the two variables of topic image attractiveness and content innovation from the perspective of social media production have a significant impact on user empathy expression and user behavior;User loss anxiety only has a significant impact on the expression of empathy intention,which can affect user behavior by influencing the expression of empathy intention;At the same time,unlike previous research findings,social influence has no significant impact on the empathy attitude and behavior generation of online users.The value and innovation of this study lies in exploring the public issues represented by ecological issues,the impact relationship between social media production and online user behavior,and the underlying logic behind the generation of behavior connections.