组态视角下短视频虚假健康信息传播行为的影响因素研究  

Inf luencing Factors of False Health Information Dissemination in Short Videos:A Configuration Perspective

作　　者：付少雄 曾源来 孙岚 邓胜利[2] Fu Shaoxiong;Zeng Yuanlai;Sun Lan;Deng Shengli(College of Information Management,Nanjing Agricultural University;School of Information Management,Wuhan University)

机构地区：[1]南京农业大学信息管理学院,江苏南京210095 [2]武汉大学信息管理学院,湖北武汉430072

出　　处：《图书馆杂志》2024年第12期103-116,共14页Library Journal

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)研究成果之一。

摘　　要：短视频作为当前信息传播的核心渠道,其虚假健康信息治理是健康中国战略与网络安全观的应有之义。区别于新浪微博、微信等传统社交媒体以图文为主的传播,短视频内容多为文本、音频与图像多模态相结合传播,其虚假健康信息传播行为亟需专门研究。为此,分析用户短视频虚假健康信息传播行为的影响因素与组态路径,探讨不同类型用户短视频虚假健康信息传播行为产生的原因,可为虚假健康短视频传播防治提供依据。本文基于三元交互决定论构建短视频虚假健康信息传播模型,采用问卷调查,结合回归分析与访谈法,运用模糊集定性比较分析法(fsQCA),分析短视频虚假健康信息传播行为的影响因素组态。研究表明用户的年龄、性别、健康信息素养、健康关注度、信息风险认知、信息来源可信度、平台易用性与平台服务质量显著影响短视频虚假健康信息传播行为。基于此,采用fsQCA得到用户强短视频虚假健康信息传播倾向的2条影响组态,以及用户弱短视频虚假健康信息传播倾向的10条影响组态。探究短视频虚假健康信息传播行为的影响组态,可服务于短视频平台健康信息治理,优化短视频信息生态。As a core channel of information dissemination,short-video platforms play a crucial role in the governance of false health information,aligning with the the strategy of“Healthy China”and the concept of network security.Unlike traditional social media such as Sina Weibo and WeChat,which are predominantly graphic-based and text-based,short videos combine text,audio and image in a multimodal way,and false health information dissemination via this medium urgently needs to be studied.This research has analyzed the factors influencing users’dissemination of short videos of false health information,providing insights for the prevention and control of misinformation and improving governance on short-video platforms.A dissemination model was constructed based on ternary interaction decision theory.Based on a combination of questionnaire surveys,regression analysis,and user interviews,fuzzy-set qualitative comparative analysis(fsQCA)was used to analyze configurations influencing the dissemination of false health information.Key factors such as users’age,gender,health information literacy,health concerns,information risk perception,information source credibility,platform ease of use and platform service quality were found to significantly affect the spread of false health information.The fsQCA revealed 2 configurations associated with a high tendency to spread false health information in short videos,and 10 configurations associated with a low tendency to do so.These findings contribute to strategies for governing health information on short-video platforms and optimizing the information ecosystem.

关 键 词：短视频 虚假健康信息 信息传播行为 影响组态 模糊集定性比较分析 

分 类 号：G206[文化科学—传播学] G252[医药卫生] R-05