数字青年对科普网红的科普信息采纳意愿影响因素研究

A Study on the Factors Influencing Digital Youth’s Willingness to Adopt Science Information Published by Science Popularization Influencers

社交媒体平台是当代数字青年获取科普信息的重要渠道,科普网红则是社交媒体平台上科普的重要参与者。本文以精细加工可能性模型和信息采纳意愿模型为理论基础,采用在线问卷调查的方式获取数据,利用偏最小二乘结构方程模型的方法进行分析,考察了数字青年群体对社交媒体平台上科普网红所发布科普信息的采纳意愿影响因素。研究发现,科普网红发布的科普信息的质量对信息有用性感知的影响不显著,但信源可信度、话语亲和力、信息一致性、信息评级均对数字青年群体的信息有用性感知起到显著正面影响,而信息有用性感知进一步正向影响信息采纳意愿。研究结果在理论意义上进一步验证和拓展了信息采纳模型,在实践意义上为不同主体提出了相应建议:科普博主可积极设置自身身份标签,在进行科普时可采取具有亲和力的语言表达策略;社交平台可多维度呈现受众对科普信息的评价,让用户更容易地参考他人意见。

Social media platforms are important channels for digital youth to obtain science information and science popularization influencers are significant participants in science popularization on social media platforms.Based on the Elaboration Likelihood Model(ELM)and the Information Adoption Model(IAM),this paper uses an online questionnaire to obtain data.It utilizes a Partial Least Squares Structural Equation Model(PLS-SEM)to investigate the factors influencing digital youth’s willingness to adopt the science popularization information released by science popularization influencers on social media platforms.The study found that the quality of science information posted by science popularization influencers did not significantly impact the perception of the usefulness of the information.In contrast,the credibility of the source,the affinity of the discourse,the consistency of the information and the rating of the data all significantly positively impact the digital youth’s perception of the usefulness of the information.In addition,the perception of information usefulness can further positively influence the willingness to adopt science information.These findings further validate and extend the IAM in a theoretical sense,and in a practical way,they also provide some suggestions for different subjects:the science communication influencers can actively set some identity labels for themselves and adopt more friendly strategies for discoursing;social media platforms can display the reviews reflected by the audiences in a more dimensional way,making it easier for users to refer to the opinions of others.