媒介信任影响政策遵从的双通道模式——基于政策评价的中介效应

The Dual-Channel Model of Policy Compliance Influenced by Media Trusts——Based on the Mediating Effects of Policy Evaluation

媒介生态变革已形成了官方媒介与社会媒介并行的传播格局,这两类媒介信任如何影响政策遵从是传播学和公共管理的新议题。基于3846份问卷调查数据的结构方程模型,官媒信任与社媒信任对政策遵从的影响呈现差异化的双通道模式:官媒信任可以直接提升政策遵从意愿,也可以通过政策认同、政策获得感间接提升政策遵从意愿;社媒信任不能直接影响政策遵从,而是通过政策获得感间接提升或通过政策认同间接降低政策遵从。两者的共同点是,政策评价在两条路径中具有显著的中介作用,政策获得感都具有强化政策认同进而提升政策遵从的作用。两者的区别在于,政策评价在社媒信任与政策遵从的关系中是完全中介作用,政策获得感与政策认同具有相反的作用效果。

The transformation of the media ecosystem has led to a parallel communication structure between official media and social media.How trust in these two types of media affects policy compliance has emerged as a novel topic in both communication studies and public administration.Structural equation modeling based on 3,846 survey data reveals a differentiated dualchannel mode in the effects of trust in official media and social media on policy compliance:trust in official media can directly,and indirectly through policy identification and perceived policy benefits,enhance policy compliance.In contrast,trust in social media does not directly influence policy compliance but can either indirectly boost it through perceived policy benefits or diminish it through policy identification.A commonality is the significant mediating role of policy evaluation in both pathways.Moreover,perceived policy benefits consistently intensify policy identification,subsequently elevating policy compliance.Notably,policy evaluation serves as a partial mediator in the relationship between official media trust and policy compliance,while it fully mediates the relationship between social media trust and policy compliance.Additionally,perceived policy benefits and policy identification exhibit contrasting effects.