网民对食品安全网络舆情中媒体信息的接受意愿——基于TRUST&TAM综合模型  

Netizen's Acceptance Intention for Media Information in Food Safety Internet Public Sentiment Based on TRUST&TAM

作　　者：洪巍 杜忠莲 吴祐昕[4] 

机构地区：[1]江南大学江苏省食品安全研究基地,江苏无锡214122 [2]江南大学商学院,江苏无锡214122 [3]食品安全与营养协同创新中心,江苏无锡214122 [4]江南大学设计学院,江苏无锡214122

出　　处：《系统工程》2016年第3期142-148,共7页Systems Engineering

基　　金：国家自然科学基金资助项目(71303094);教育部人文社会科学研究项目(13YJA630030);江苏省高校哲学社会科学优秀创新团队建设项目(2013-011);江苏省自然科学基金资助项目(BK2012126)

摘　　要：为了分析食品安全网络舆情中网民对媒体信息接受意愿的影响因素,探寻提高媒体舆情引导作用的有效手段,以TRUST&TAM综合模型为基础,构建网民对媒体食品安全网络信息接受行为的假设模型,并运用全国12个省共48个城市网民的调研数据对假设模型进行实证研究。研究结果显示:对于网民对媒体信息的接受意愿,感知有用性与信任是两个重要的影响因素,前者对接受意愿的影响最大,后者在直接影响接受意愿的同时还通过影响感知有用性间接地对其产生影响;对于网民对媒体信息的信任,基于制度的结构性保证的影响最大。基于研究结果,提出应通过提高信息发布的及时性、针对性、实用性、建立健全信息发布的制度规范等手段直接或间接地增强网民对媒体信息的接受意愿。In order to analyze the factors influencing netizen＇ s acceptance intention for media information in food safety internet public sentiment, and explore effective method to improve the role of the media to guide public sentiment, we construct a netizen＇s acceptance behavior hypothetical model to media food safety network information based on TRUST TAM comprehensive model, and carry out an empirical study by use of a survey data of netizens in 48 cities from 12 provinces in China. Results have shown that： for （1） the netizen＇s acceptance intention for media information, perceived usefulness and trust are the most important factors, perceived usefulness have the most significant effect on it, and trust does not only directly affect the netizen＇s acceptance intention, but also indirectly affects the netizen＇s acceptance intention by influencing the perceived usefulness. For the netizen＇s trust in media information, institution-hased structural assurances have the most significant effect on it. Based on the study results, it is proposed that it should directly or indirectly enhance the netizen＇s acceptance intention to media information by heighten the timeliness, relevance and practicality of information dissemination as well as establish and improve information dissemination system and standard.

关 键 词：食品安全网络舆情 媒体 实证研究 TRUST&TAM综合模型 

分 类 号：C931[经济管理—管理学]