移动社交媒体用户健康信息吸收规避模型构建

Construction of Avoidance of Health Information Absorption Model for Mobile Social Media Users

目的/意义在移动社交媒体广泛应用的背景下,健康信息规避是用户健康决策的主要影响因素,具有重要的研究价值。探究并构建移动社交媒体用户的健康信息吸收规避行为模型,为媒体规范与完善健康信息传播提供理论支撑。方法/过程采用目的性抽样方式招募18位移动社交媒体用户,通过半结构化访谈收集数据。利用扎根理论进行编码分析、理论饱和度检验与编码信度检验。结果/结论提炼71个初始概念,整合19个基本范畴,凝练6个主范畴并揭示其相互关系。媒体使用动机正向影响媒体感知价值;媒体感知价值影响信息采纳与吸收规避;健康信息采纳负向影响吸收规避;吸收规避存在中心、边缘路径。根据理论模型对媒体健康信息传播的目标、机制与标准等提出建议。

Purpose/Significance With the widespread use of mobile social media,health information avoidance is a major influence on users’health decisions and has important research value.The paper explores and constructs the model of mobile social media users'avoidance of health information absorption,aiming at providing theoretical support for media to standardize and improve health information dissemination.Method/Process Recruiting 18 mobile social media users via purposive sampling,the semi-structured interview method is used to collect data.And then,it carries on coding analysis,theoretical saturation test and coding reliability test through the grounded theory analysis.Result/Conclusion It refines 71 initial concepts,19 basic categories and 6 main categories in order to reveal their relationships.Media use motivation positively affects media perceived value;media perceived value affects information adoption and absorption avoidance;information adoption negatively affects absorption avoidance;absorption avoidance consists of central path and edge path.On the basis of the theoretical model,it makes recommendations on the objectives,mechanisms and standards of media-led health information dissemination.