突发公共卫生事件用户辟谣信息传播意愿研究  

A Study on Users'Willingness to Disseminate Rumor Refutation Information About Public Health Emergencies

作　　者：王晰巍[1,2,3] 邱程程 李玥琪 孟盈 Wang Xiwei;Qiu Chengcheng;Li Yueqi;Meng Ying(School of Management,Jilin University,Changchun 130000,China;Research Center for Big Data Management,Jilin University,Changchun 130000,China;Cyberspace Governance Research Center,Jilin University,Changchun 130000,China)

机构地区：[1]吉林大学管理学院,吉林长春130000 [2]吉林大学大数据管理研究中心,吉林长春130000 [3]吉林大学网络空间治理研究中心,吉林长春130000

出　　处：《现代情报》2022年第1期87-96,176,共11页Journal of Modern Information

基　　金：国家社会科学基金重大项目“大数据驱动的社交网络舆情主题图谱构建及调控策略研究”(项目编号:18ZDA310)。

摘　　要：[目的/意义]由于突发公共卫生事件具有不确定性和特殊严重性等特征,加之公众早期对新冠肺炎疫情相关科学知识的缺乏,造成了公众的恐慌并加剧了初期网络谣言的传播,分析用户辟谣信息传播意愿影响因素有利于更好地制定辟谣策略和提升辟谣效果。[方法/过程]本文基于整合S-O-R理论模型和MOA理论,构建用户辟谣信息传播意愿影响因素模型,运用实证及结构方程的方法针对构建的模型进行验证和分析。[结果/结论]数据分析结果表明,关系强度动机对用户愉悦感的正向影响作用最强;其次是用户愉悦感对唤起的正向影响作用。作用最小的是唤起对用户辟谣信息传播意愿的影响;感知有用性、愉悦感和唤起这3个中介变量中,感知有用性对用户辟谣信息传播意愿的正向影响最显著。[Purpose/Significance]Due to the uncertainty and special severity of public health emergencies,combined with the lack of early public scientific knowledge of the COVID-19 outbreak caused public panic and intensified the initial spread of online rumors.Analyzing the influential factors of users'willingness to spread rumor refutation information is fovorable for formulating better rumor refutation strategies and improving the rumor refutation effectiveness.[Method/Process]Based on the integration of S-O-R theory model and MOA theory,the influential factor model of users'willingness was conseructed to spread rumor refutation information,and the empirical and structural equation methods were used to verify and analyze the constructed model.[Result/Conclusion]The results of data analysis showed that relationship strength motivation had the strongest positive effect on users'pleasure.The second was the positive effect of user pleasure on arousal.The least effect was the influence of arousal on users'willingness to disseminate rumor refutation information.Among the three mediating variables of perceived usefulness,pleasure and arousal,perceived usefulness had the most significant positive effect on users'willingness to disseminate rumor refutation information.

关 键 词：突发公共卫生事件 辟谣 信息传播意愿 舆情 S-O-R理论模型 MOA理论 

分 类 号：G206[文化科学—传播学]