食品安全网络舆情网民参与行为模型研究——基于12个省、48个城市的调研数据  

The Participative Behavior Model of Netizens in Food Safety Internet Public Sentiment——Based on the Statistics of 48 Cities in 12 Provinces

作　　者：洪巍 吴林海 王建华 吴治海 

机构地区：[1]江南大学江苏省食品安全研究基地,无锡214122 [2]江南大学商学院,无锡214122 [3]江苏省江大绿康生物工程技术有限公司,无锡214122

出　　处：《情报杂志》2013年第12期18-25,共8页Journal of Intelligence

基　　金：国家自然科学基金青年项目"食品安全网络舆情演化机理与应对策略研究"(编号:71303094);江苏省高校哲学社会科学优秀创新团队建设项目资助(编号:2013CXTD011);教育部人文社会科学研究基金项目"食品安全网络舆情;公众恐慌行为与社会风险防控研究"(编号:13YJA630030);江苏省自然科学基金项目"基于复杂网络的食品安全舆情的演化机理与动力学仿真研究"(编号:BK2012126)

摘　　要：以我国12个省48个城市的实际调查为基础,以计划行为理论与结构方程模型为主要分析工具,研究了影响网民食品安全网络舆情参与行为的主要因素。结果显示,过去行为、信息来源、主观规范、行为态度、知觉行为控制是影响网民舆情参与行为的主要因素,且上述五个因素之间的交互作用明显。研究表明,计划行为理论对研究网民的舆情参与行为具有一定的普适性。加强食品安全知识的普及、提高网络信息发布的及时性与准确性、建立健全议题设置制度、开展网络文化与个人道德伦理建设等,是政府制定和实施食品安全网络舆情监管与引导政策的核心。Based on the actual survey of 48 cities in 12 provinces in China, applying the theory of planned behavior and the structure equa- tion model, the main factors influencing the participation behavior of netizen in food safety internet public sentiment is analyzed. The re- suits show that, the past behavior,information sources, subjective norms, behavior attitude, perceived behavioral control are among the main influencing factors, and there are significant interactions between the five factors. The research also shows that, the theory of planned be- havior has a certain degree of universality in the study of the netizens participation behavior in food safety internet public sentiment; strengthening the popularity of food safety knowledge,improving the timeliness and accuracy of the network information release, establis- hing and perfecting the agenda-setting system, and focusing on the development of network culture and the construction of individual ethics are the core parts of the government effort in formulating and implementing food safety internet public sentiment supervisory and guide pol- icies.

关 键 词：食品安全 网络舆情 网民行为 计划行为理论 

分 类 号：G209[文化科学—传播学]