主题卷入、关系对网络调查参与意愿的影响研究——基于自我构念的调节作用

A Research on the Effect of Topic Involvement and Relationship on the Intention of Participation in Internet Survey——Based on the Moderation Effect of Self-Construal

随着互联网的普及,网络调查的应用已经涉及到学术研究、电子商务以及国家的法律法规的制定等诸多方面。但是网络调查的参与率并不高,针对网络调查低参与率这一问题,引入自我构念理论来探讨在不同自我构念情境下被调查者面对不同主题的网络调查以及具有不同关系的他人发出的网络调查在参与意愿方面的差异,进而研究如何从被调查者的角度来提高网络调查参与率。研究结果表明主题卷入的高低和调查者与被调查者关系的强弱能够显著影响网络调查参与意愿,自我构念对主题卷入与参与意愿之间的关系具有调节作用。

With the popularity of Internet,the application of web-based survey has been involved in many aspects,such as academic research,e-commerce and the development of national laws and regulations.But the participation rate of web-based survey is not high,this paper aims at the problem of low participation rate in the network investigation,introducing self-construal theory to explore the differences of the intention of participation under different self-construal conditions in which respondents face different topics and different Internet surveys sent by different people,and then studies how to improve network survey response rates from the perspective of respondents.The results show that the topics involved and the strength of the relationship between respondents and investigators can significantly affect network survey participating willingness,and self-construal can moderate the relationship between topics involvement and the willingness of participation.