风险认知视角下社交媒体用户健康信息规避行为关键影响因素研究

Key Influencing Factors of Social Media Users'Health Information Avoidance Behavior from the Perspective of Risk Perception

【目的/意义】识别风险认知视角下社交媒体用户健康信息规避行为的关键影响因素,以有效提升个人健康管理与决策水平,为社交媒体运营管理和可持续发展提供参考。【方法/过程】基于风险信息搜寻与加工模型(RISP),构建知觉风险特征、相关渠道信念、负面情绪响应、信息充分性、信息规避规范和知觉信息收集能力6个维度下社交媒体用户健康信息规避行为影响因素指标体系。通过三角模糊数Dematel方法构建因素关系网络图,并借助DANP方法量化关键影响因素权重。【结果/结论】结合影响因素的极限超矩阵和原因度、中心度排序结果识别出了可及性、感知严重性、高唤醒情绪、现有信息水平等社交媒体用户健康信息规避行为的关键影响因素并提出了相应优化策略。【创新/局限】本研究从风险认知视角揭示了社交媒体用户健康信息规避行为关键影响因素,对促进社交媒体运营管理及持续发展具有一定的指导意义。但量化指标存在一定主观性,样本数据有待进一步丰富与完善。

【Purpose/significance】Identifying the key influencing factors of social media users'health information avoidance behav⁃iors from the perspective of risk perception,in order to effectively improve personal health management and decision making,and to provide a reference for social media operation management and sustainable development.【Method/process】Based on the Risk Infor⁃mation Seeking and Processing(RISP)model,an index system of influencing factors of social media users'health information avoid⁃ance behaviors is constructed from six dimensions:perceived risk characteristics,relevant channel beliefs,negative emotional re⁃sponses,information sufficiency,information avoidance norms and perceptual information gathering ability.The factor relationship net⁃work diagram is constructed by the triangular fuzzy DEMATEL method,and the weights of key influencing factors are quantified with the help of DANP method.【Result/conclusion】Based on the limit super matrix,reason degree and centrality ranking results of influ⁃encing factors,the key influencing factors of social media users'health information avoidance behaviors,such as accessibility,per⁃ceived severity,high arousal emotion,and existing information level are identified and corresponding optimization strategies were pro⁃posed.【Innovation/limitation】Based on the perspective of risk perception,this study reveals the key influencing factors of social me⁃dia users'health information avoidance behavior,which has certain guiding significance for promoting the operation management and sustainable development of social media.However,the quantitative index is relatively subjective,and the sample data needs to be fur⁃ther enriched and improved.