承诺理论视角下辟谣短视频分享意愿的驱动因素

Driving Factors of Willingness to Share Rumor-Defying Short Videos from a Commitment Theory Perspective

短视频平台已成为公众获取与利用健康信息的重要渠道。新冠等病毒近年不断流行,涉疫谣言通过短视频平台传播并被用户采纳,为此,分析辟谣短视频分享意愿的驱动因素,有助于公众参与谣言治理,深化网络生态治理。文章采用问卷调查法,收集321份不同年龄层的有效样本,基于承诺理论对情感承诺、持续承诺、规范承诺等构念进行短视频平台下的情境化,以探究情感承诺、持续承诺、规范承诺的前置要素及其对辟谣短视频分享意愿的影响。研究发现:社交圈群认同、平台卷入度显著正向影响情感承诺;时间成本、社交网络形象显著正向影响持续承诺;集体主义、利他主义显著正向影响规范承诺;情感承诺、规范承诺显著正向影响辟谣短视频分享意愿,而持续承诺的影响不显著。

Short video platforms have become a core channel for the public to access and utilize health information.With the continuous circulation of coronavirus-like viruses in recent years,epidemic-related rumors are spread through short video platforms and widely adopted by users.Therefore,analyzing the driving factors of the willingness to share rumor-dispelling short videos is helpful for public participation in rumor governance and deepening the governance of the network ecosystem.Using the survey method,321 valid questionnaire respondents from different age groups were collected.Constructs such as emotional commitment,continuous commitment,and normative commitment are contextualized under the short video platform based on commitment theory to explore the antecedents of emotional commitment,continuous commitment,and normative commitment and their influence on the willingness to share rumor-defying short videos.The results show that social group recognition and platform involvement significantly positively influence emotional commitment;time cost and social network image significantly positively influence continuous commitment;collectivism and altruism have a significant positive impact on normative commitment;emotional commitment and normative commitment significantly positively influence the willingness to share rumor-debunking short videos,while the effect of continuous commitment is insignificant.