社交媒体用户新闻回避意向的影响因素研究

Research on Factors Influencing News Avoidance Intention among Social Media Users

社交媒体已成为人们获取新闻的主要渠道,然而随着平台媒体和新闻数量的增多,越来越多的人开始逃避新闻。本研究围绕社交媒体用户新闻回避意愿的影响因素构建结构方程模型进行实证检验。研究发现,负面情绪是新闻回避的直接驱动力;感知新闻过载、新闻同质化对负面情绪起到了一定的推动作用;新闻可信度与新闻倦怠间并未存在显著关联。本研究提出了一个新的理论整合模型来阐释社交媒体用户新闻回避行为的动机生成机制,为新闻媒体和社交媒体运营者改变新闻生产和分发策略,增强用户新闻效能和参与新闻的热情提供了一定的理论和实践启发。

Social media has become the primary way for people to get news.However,as the number of platform channels and news content increases,more and more people are starting to disconnect from the news.This study focuses on constructing a structural equation model to empirically test the factors that influence users' willingness to avoid news on social media.The research shows that negative emotions are the direct driving force behind news avoidance.Perceived news overload and news homogenization play some facilitating role in generating negative emotions.No significant correlation was found between news credibility and news fatigue.This study proposes a novel theoretical integration model to elucidate the motivational mechanism behind social media users' news avoidance behavior.It also provides theoretical and practical insights for news media and social media operators to change their news production and distribution strategies,thereby increasing users' news efficacy and fostering enthusiasm for news participation.