动机视角下高校网络舆情传播影响因素研究——以山东省高校为例  

Research on Influencing Factors of Network Public Opinion Dissemination in Universities from a Motivational Perspective:Taking Universities in Shandong Province as an Example

作　　者：王伟正 乔鸿 Wang Weizheng;Qiao Hong(Shandong Normal University Library,Jinan 250358,China;Business School,Shandong Normal University,Jinan 250358,China)

机构地区：[1]山东师范大学图书馆,济南250358 [2]山东师范大学商学院,济南250358

出　　处：《文献与数据学报》2024年第2期61-78,共18页Journal of Library and Data

摘　　要：[目的/意义]本文探究高校网络奥情传播影响因素,对于维护高校的正常秩序和社会稳定具有重要意义。[方法/过程]基于动机理论和计划行为理论,以山东省高校大学生群体为研究对象,采用结构方程模型(SEM)和模糊集定性比较分析(fsQCA),通过结构方程模型检验影响大学生网络舆情传播的6个影响变量有关的12种假设,通过模糊集定性比较分析探究了触发大学生传播意愿和传播行为的前因构型。[结果/结论]研究发现,单个变量可能产生的影响不显著,但经过多种变量复杂组合后的效用不容忽视。社会动机是大学生传播意愿的核心条件。传播意愿、信息素养、信任是大学生传播行为的核心条件,三者对大学生传播行为均产生显著正向影响。社会参与意识在社会动机和传播意愿之间具有中介效应。[Purpose/Significance] This article investigates the influencing factors of network public opinion dissemination in universities,which is of great significance for maintaining the normal order of universities and social stability.[Method/Process]Based on the motivation theory and the theory of planned behavior,taking universities students in Shandong Province as research object,this article uses the structural equation model(SEM)and the fuzzy set qualitative comparison method(fsQCA),testing 12 hypotheses related to the six influencing variables that affect universities students'network public opinion dissemination through SEM;exploreing the antecedent configuration that triggers students'dissemination willingness and communication behavior through fsQCA.[Result/Conclusion] The study found that the effect of individual variable may not be significant,but the cumulative impact resulting from the complex combination of multiple variables cannot be underestimated.Social motivation is the core condition that influences students'dissemination willingness.The dissemination willingness,information literacy,and trust are key conditions for students'communication behaviors,each exhibiting a significant positive impact on students'communication behavior.Awareness of social participation has a mediating effect between social motivation and consciousness of social participation.

关 键 词：网络奥情社会动机 结构方程模型 模糊集定性比较分析 

分 类 号：G206[文化科学—传播学] G649.2