为什么骂“国足”?——网络评论的影响和了解程度的调节  

Why the National Football Team is Criticized ——Influence of Online Reviews and the Moderating Effect of Understanding Degree

作　　者：张田[1] 孙卉 刘米娜[1] ZHANG Tian;SUN Hui;LIU Mina(Department of Sociology,Nanjing University of Science&Technology,Nanjing Jiangsu 210094;School of Pre-school Education,Jiangsu Second Normal University,Nanjing Jiangsu 210013)

机构地区：[1]南京理工大学社会学系,江苏南京210094 [2]江苏第二师范学院学前教育学院,江苏南京210013

出　　处：《成都体育学院学报》2022年第1期117-122,共6页Journal of Chengdu Sport University

基　　金：国家社会科学基金项目“城镇化进程中体育参与对流动儿童社会融合的影响研究”(16BTY025)。

摘　　要：为探讨网络评论对"国足"形象感知的影响,本研究在参与者阅读有关国足的真实新闻报道和虚拟网络评论后,进行参与者对国足了解程度测试、国足形象感知测试。结果显示:(1)评论越正向,参与者对国足的形象感知越积极;(2)对国足越了解,参与者对国足的形象感知越积极;(3)在网络评论影响国足形象感知的关系中,参与者对国足的了解程度起到调节作用,即当参与者对国足的了解程度较高时,无论评论方向如何,其对于国足的形象感知都处于较高水平,但如果对国足的了解程度下降,当网络评论方向从正向转为负向时,其对于国足的形象感知也会随之降低。本研究提示,网络评论对"国足"形象感知的影响受到了解程度的调节,因此构建有利于我国体育事业和社会发展的网络舆论环境,需要新闻媒体、网民和体育赛事观众、体育团队和运动员等多方的共同努力。In order to explore the influence of online reviews on the perception of the national football team. Participants were asked to fill in the test on understanding of the national football team and the perception test on the national football image after reading the news reports and virtual network reviews about the national football team. The results show:(1) the more positive the review is, the more positive the participants’ perception of the national football team’s image will be;(2) the more the national football team is understood, the more positive the participants’ perception of the national football image will be;(3) in the relationships concerning the influence of online reviews on the image perception of the national football team, participants’ understanding of the national football team plays a moderating role, that is, when the participants have a high level of understanding of the national football team, the image perception of the national football team is at a high level regardless of the reviews, but if the understanding of the national football team drops, and the direction of online reviews changes from positive to negative, the image perception of the national football team will drop too. The findings indicate that news media, netizens and spectators of sports events, sports teams and athletes need to work together to build a favorable network public opinion environment for sports and social development in China.

关 键 词：网络评论 了解程度 国足形象 调节作用 体育新闻 形象感知 

分 类 号：G843[文化科学—体育训练]