多重风险视角下虚假健康短视频的用户分享意愿实验研究  

Experimental Research on Users Willingness to Share False Health Short Videos from the Perspective of Multiple Risk

作　　者：付少雄 成琦 杨帆[2] 陈俐君 Fu Shaoxiong;Cheng Qi;Yang Fan;Chen Lijun(School of Information Management,Nanjing University,Nanjing 210023,China;College of Information Management,Nanjing Agriculture University,Nanjing 210095,China)

机构地区：[1]南京大学信息管理学院,江苏南京210023 [2]南京农业大学信息管理学院,江苏南京210095

出　　处：《现代情报》2024年第11期67-79,共13页Journal of Modern Information

基　　金：国家社会科学基金项目“信息操纵影响下短视频虚假信息传播行为及其干预研究”(项目编号:22CTQ018)。

摘　　要：[目的/意义]通过分析虚假健康短视频特征对用户多重风险感知的影响,探究多重风险感知对用户分享意愿的影响,为虚假健康短视频治理提供借鉴。[方法/过程]通过抖音平台采集虚假健康短视频,经过处理开展用户试验,基于多元线性回归分析短视频特征对用户多重风险感知及分享意愿的影响。[结果/结论]研究发现:第一,虚假健康短视频的作者头像、视频形式、配音形式、标题语气分别对用户的心理、生理与资源风险产生不同程度的影响。作者认证对用户多重风险感知的影响不显著。第二,用户生理、资源风险显著负向影响其分享意愿,而用户心理风险显著正向影响其分享意愿。第三,多重风险感知在虚假健康短视频特征影响用户分享意愿的过程中具有部分中介效应。[Purpose/Significance]To provide reference for the governance of false health short videos,this research analyzed the impact of false health information features in short videos on users multiple risk perceptions and explored the impact of different risk perceptions on users willingness to share.[Method/Process]This research collected false health short videos from the TikTok,and then processed them for experiment.As such,this research analyzed the impact of short video features on users multiple risk perceptions and willingness to share based on multiple linear regression.[Result/Conclusion]First,the avatars of the accounts posting false health short videos,as well as the screen form,voiceover form,and title tone of the short videos have different degrees of influence on the psychological,physiological and resource risks of the users,respectively.The influence of account authentication on user risk perceptions is not significant;Second,users physical and resource risks significantly negatively affect their willingness to share;Psychological risk significantly positively affects users willingness to share;Third,multiple risk perceptions have partial mediating effects on the influence of false health short video features on user sharing willingness.

关 键 词：虚假健康信息 精细加工可能性模型 短视频分享意愿 多重风险感知 用户实验 

分 类 号：G252.0[文化科学—图书馆学]