道德诉求或功利诉求?基于情绪确定性与认知决策的突发公共危机信息传播机制研究  

Moral Appeal or Utilitarian Appeal?Research on Information Dissemination Mechanism of Public Crisis Emergencies Based on Emotional Certainty and Cognitive Decision-making

作　　者：刘嘉琪 齐佳音[2,3] 王洪鹏 Liu Jiaqi;Qi Jiayin;Wang Hongpeng(Institute of Journalism and Communication,Chinese Academy of Social Sciences,Beijing,100021;Research Institute of Artificial Intelligence and Change Management,Shanghai University of International Business and Economics,Shanghai,201620;Key Laboratory of Trustworthy Distributed Computing and Service,Beijing University of Posts and Telecommunications,Beijing,100876;School of Management,Lanzhou University,Lanzhou,730000)

机构地区：[1]中国社会科学院新闻与传播研究所,北京100021 [2]上海对外经贸大学人工智能与管理变革研究院,上海201620 [3]北京邮电大学可信分布式计算与服务教育部重点实验室,北京100876 [4]兰州大学管理学院,兰州730000

出　　处：《信息资源管理学报》2022年第3期76-88,共13页Journal of Information Resources Management

基　　金：国家社会科学基金青年项目“社交媒体时代重大疫情公众网络舆情卷入特征、机制及引导策略研究”(21CXW019)资助。

摘　　要：为理解社交媒体用户自发传播危机信息的决策机制,本文借助HSM双系统认知加工理论框架来探讨触发公众危机传播行为的边界条件与决策路径。聚焦于危机信息中常涉及的道德诉求和功利诉求,利用计量经济学模型对两类信息诉求产生的主效应进行分析,并且关注在确定性方面存在显著差异的两类负面离散情绪(愤怒与焦虑),考察与之相关的多重复杂调节作用。最后通过微博和Twitter平台采集的大规模多案例公共危机信息数据集,完成实证研究。结果显示:①危机信息中的道德诉求(作为启发式加工线索)与功利诉求(作为系统式加工线索)均可以刺激公众危机传播行为;②当愤怒情绪与道德诉求,以及焦虑情绪与功利诉求相结合时,会爆发巨大的煽动力,加剧信息扩散;③相反,当焦虑情绪与道德诉求,以及愤怒情绪与功利诉求相结合时,会降低危机信息的吸引力,削弱危机传播效果。结论为我国突发公共危机管理工作提供了重要的决策支持与理论依据。To understand the decision-making mechanism of social media users'spontaneous dissemination of crisis information,this paper discusses the boundary conditions and decision-making paths that trigger public crisis communication behavior based on HSM dual-system cognitive processing theory.Taking the moral appeal and utilitarian appeal often involved in crisis information into consideration,this paper examines the main effects of the two distinct kinds of crisis message appealing contents using econometric models.Moreover,this work focuses on two types of negative discrete emotions(i.e.,anger and anxiety)with significant differences in certainty,and investigates the multiple complex moderating effects of them.Finally,the empirical research is completed through the multi large-scale datasets collected by Sina Microblog and Twitter platform during public crisis events.The results show that,(1)both moral appeal and utilitarian appeal will promote public crisis communication behavior;(2)anger-embedded strengthens the influence of moral appeal whereas it weakens the influence of utilitarian appeal on public crisis communication;(3)on the contrary,anxiety-embedded promotes the utility of utilitarian appeal on the public’s decisions but hurt the effect of moral appeal on them.The conclusion provides important decision support and theoretical basis for China’s public crisis management.

关 键 词：突发公共危机 危机信息传播 信息诉求 负面离散情绪 认知决策 

分 类 号：C931[经济管理—管理学]