网络人际传播中印象形成机制的实验研究  

An Experimental Research on the Dynamics of Impression Formation in Computer-Mediated Communication

作　　者：张放[1,2] 

机构地区：[1]四川大学文学与新闻学院 [2]四川大学腾讯新媒体研究所

出　　处：《新闻与传播研究》2012年第3期52-60,111,共9页Journalism & Communication

基　　金：2010年度四川大学中央高校基本科研业务费专项资金资助项目“四川大学哲学社会科学杰出青年学术人才基金”(SKJC201005)的阶段性成果之一

摘　　要：本文以实验方法探索网络人际传播中印象形成机制。实验以线索(强/弱)和图式(强/弱)为自变量,采用2×2析因设计,并以启动效应对图式的强弱程度加以控制,最后通过方差分析和独立样本t检验探明两个自变量因素对网络人际印象形成产生的影响。120名被试分为4组参与了实验。实验结果揭示了图式对线索的效应并非简单的补偿,而是在印象形成的不同维度有不同作用。实验结果还提供了对网络人际传播中印象形成过程的描述,提出了网络印象形成双因素三段式模型。As the cues compensation approach including social information processing theory and hy-perpersonal model is developing the cues filtered-out approach which is attributed to technological determinism,some new problems appeared about the impression information in computer-mediated communication.SIDE and the positive halo effect in CMC suggest that there is information compensation by schema to social cues in the impression information in CMC.2×2 factorial design was used in this experiment,which designated prime (strong/weak) and cue(strong/weak) as independent variables and controlled the schemata by employing primes to activate schema,and at last investigated the influence of these two factors on the impression formation in CMC with ANOVA and t-test.120 participants in 4 groups rated the target's personality profile.The results suggested that the the-orical hypothesis of cues compensation by schema was partly correct,and the different effects emerged from different dimensions of impression formation.It also revealed the process of impression formation in CMC,which was generalized as the two-factor driven three-step model of impression formation in CMC.

关 键 词：网络人际传播 印象形成 实验 独立样本t检验 启动效应 方差分析 自变量 图式 

分 类 号：G206[文化科学—传播学]