突发自然灾害中信息源对微博用户认知和情绪反应的影响研究——用户涉入的调节作用

The Influence of Information Source on Weibo Users’Cognitive and Emotional Responses in Sudden Natural Disasters——The Moderating Effect of User Involvement

信息源在社交媒体中是影响微博用户心理反应的关键因素,在突发自然灾害中有效识别微博用户的认知和情绪反应对于精准进行舆情引导具有重要意义。本文从信息源视角出发,基于可信度和影响力特征,并结合双系统理论和涉入理论,构建了突发自然灾害中用户认知和情绪的心理反应模型,以新浪微博上“九寨沟地震”舆情数据为例,运用联立方程模型进行了实证研究。研究结果表明,可信度负向影响用户认知反应,而影响力正向影响用户认知反应;可信度和影响力均负向影响用户积极情绪反应,正向影响用户消极情绪反应;用户涉入弱化了可信度对心理反应的影响,而在影响力和用户心理反应之间的调节作用不显著。本文从信息加工的启发式和分析式双过程视角,丰富了双系统理论在突发自然灾害领域的研究,并结合用户特质拓展了用户涉入的研究领域。本文的研究结论对于突发自然灾害中社交媒体用户的网络舆情引导具有重要启示。

Information source is a key factor affecting the psychological response of Weibo users in social media.Effectively identifying the cognitive and emotional response of Weibo users in sudden natural disasters is of great significance for accurate public opinion guidance.From the perspective of information source,based on the characteristics of credibility and influence,and in combination with the dual system theory and involvement theory,this paper constructs a user psychological response model of cognitive and emotional in sudden natural disasters.Taking the public opinion data of“Jiuzhaigou Earthquake”on Weibo as an example,this paper uses the simultaneous equation model for empirical study.The results show that credibility negatively affects users’cognitive response,while influence positively affects users’cognitive response.Credibility and influence both negatively affect users’positive emotional responses and positively affect users’negative emotional response.User involvement weakens the effect of credibility on psychological response,while the moderating effect of user involvement between influence and users’psychological response is not significant.From the perspective of heuristic and analytical dual process of information processing,this paper enriches the dual system theory to the field of sudden natural disasters and expands the research field of user involvement in combination with user characteristics.The conclusions have important implications for the online public opinion guidance of social media users in sudden natural disasters.