摘要
本研究以计划行为理论、"心物场"理论为基础,构建大学生网络舆论行为理论模型,并以厦门大学为例进行实证调研,分析影响大学生网络舆论行为的主要因素,揭示各因素之间的因果关系。结果显示:网络舆论行为态度对网络舆论行为意向的直接影响为0.03,T值为0.28,直接影响效果较小,且统计不显著;网络舆论行为评估对网络舆论行为意向的直接影响为0.31,T值为5.40,直接影响效果较大,且统计显著;网络舆论行为主观规范对网络舆论行为意向的直接影响为-0.08,T值为-0.87,直接影响较小,且统计不显著;网络舆论行为意向对网络舆论行为的直接影响为0.61,T值为8.74,直接影响非常大,且统计显著;新媒体场对网络舆论行为的直接影响为-0.23,方向为负,T值为-5.16,统计显著。研究结果对于加强高校大学生网络舆论的引导与控制具有积极的意义。
Based on the Theory of Planned Behavior,the theory of psychophysical field and the theory of new media field,this study establishes a theoretical model for the internet opinion behavior of college students.Questionnaire has been designed and research carried out in Xiamen University.We analyze the main factors that influence college students ’ internet opinion behavior,and we try to uncover the cause-and-effect relation between these factors.The result is as follows： the direct influence drawn from the attitude for internet opinion behavior to the intention for it is 0.03,with a T value of 0.28.The direct influence is little and the statistics are insignificant.The direct influence drawn from the evaluation of internet opinion behavior to the intention for it is 0.31,with a T value of 5.40,which marks a large influence and significant statistics.The direct influence drawn from the subjective norm for internet opinion behavior to the intention for it is-0.08,with a T value of-0.87.The influence is not remarkable and the statistics are insignificant.The influence drawn from the intention for internet opinion behavior to internet opinion behavior itself is 0.61,with a T value of 8.74.This is very huge influence and statistically significant.The new media field influences the internet opinion behavior with a negative 0.23 and a T value of-5.16.The statistics are significant.The result is positive in strengthening guidance and administration for college students’internet opinion behavior.
出处
《未来与发展》
2013年第6期62-66,共5页
Future and Development
基金
2010年教育部思想政治工作司委托研究项目(教思政司函[2010]47号)"新媒体背景下舆论引导能力提升研究"
2012年福建省教育厅社会科学研究项目(课题编号:JB110023)"高校网络舆论引导模式的实证研究"的阶段性成果
关键词
新媒体
网络舆论
舆论行为
new media
internet opinion
opinion behavior
