信息发送者与目标受众的信息传播意向研究——基于社会存在的视角  

Reserch on Information Dissemination Intention of Sender and Target Audience Based on a Social Presence Perspedtive

作　　者：石密[1] 时勘[2] 刘建准[1] 

机构地区：[1]天津工业大学管理学院,天津300387 [2]中国人民大学心理系,北京100872

出　　处：《情报科学》2017年第6期18-24,共7页Information Science

基　　金：国家社会科学基金重大项目(13&ZD155);教育部人文社会科学研究青年基金项目(13YJC870014)

摘　　要：【目的/意义】本文基于社会存在的视角,详细讨论了在信息不确定情境下信息发送者身份、目标受众的社会存在与信息传播意向之间的关系,并探讨了相关的理论价值与实践启示。【方法/过程】采用2(信息发送者身份场域:线上vs.线下)×2(身份高低:一般vs.较高)(n=185)实验与问卷相结合的研究设计。【结果/结论】结果表明:不论信息发送者是线下身份还是线上身份,身份越高,其推送的信息被目标受众传播的意向就越高;同等身份的线下信息发送者与线上信息发送者相比,会让目标受众产生更强的社会存在感;信息发送者的身份越高,目标受众的社会存在感越强,社会存在是信息发送者身份影响目标受众不确定信息传播意向的重要中介变量。[ Purpose/significance ] Based on the perspective of social presence theory, under situation of uncertain informa- tion, we analysised the affect of senders＇ online / offline status, the social presence and their intention to transfer information of target audience. And then, we discussed the theoretical value and practical revelation of this article. [Method/process ]A 2 （Information senders＇field： online vs. offline） ×2 （Information senders＇status： high vs. low） between-group experi- ment was conducted to test our hypotheses. [Result/conclusion]The results show that： whether the senders＇ status are online or offline, the higher the status of the senders,the higer the intention to transmit information of target audience; and compared to the same identity of online information senders, the offline senders will make the target audience perceive a stronger social presence; moreover, the higher the status of the senders, the stronger the social presence for target audience. Social presence is the important mediator variable of information sender＇s effect on the target audience＇ s intention to uncertain information transmission.

关 键 词：社会存在 不确定信息 传播意向 信息发送者 

分 类 号：G252.0[文化科学—图书馆学]