摘要
[目的/意义]从社交情感距离视角出发,探究突发公共安全事件中公众社交舆情传播行为的影响因素。[方法/过程]在整合多级传播理论、动机理论、心流理论及解释水平等理论的基础上构建舆情传播行为的研究模型。选取"8.12天津大爆炸事件"为实证研究对象,通过情境实验获取360份调查问卷并借助Smart PLS完成数据分析。[结果/结论]研究结果显示,感知意见领袖只对自我传播意愿具有显著的正向影响,对从众传播意愿不具有显著影响,沉浸体验只对从众传播意愿具有显著正向影响,对自我传播意愿不具有显著影响,利己主义与利他主义以相反的机理模式显著影响自我传播意愿和从众传播意愿。情感距离具有强烈的调节作用,它正向调节自我传播意愿对传播行为的影响,负向调节从众传播意愿对传播行为的影响。研究结论在一定程度上对突发公共安全事件的社交舆情管控策略提供了事实依据。
[Purpose / Significance]This research tries to study the social online public opinion diffusion behaviour influencing factors of public safety events from the perspective of emotional distance.[Method / Process] The paper integrates multi- step flow theory,motivation theory,flow theory and construal level theory to construct a social public opinion diffusion behaviour model. Taking the＂8. 12 Tianjin Big Bang Event＂as the empirical research object,360 questionnaire data is collected after a designed experiment and Smart PLS is applied to analyze the questionnaire data.[Result / Conclusion] Research results show that Perceived opinion leadership has a significant influence on the self- diffusion intention and a non- significant influence on the conformity- diffusion intention. Flow experience has a significant influence on the conformity- diffusion intention and a non- significant influence on the self- diffusion intention. Egoism and altruism both have a significant influence on the self- diffusion intention and conformity- diffusion intention with different mechanisms. Emotional distance positively moderates the relationship between the self- diffusion intention and diffusion behaviour and negatively moderates the relationship between the conformity- diffusion intention and diffusion behaviour. The conclusion can provide monitoring strategy of public safety events online public opinion at certain degree.
出处
《情报杂志》
CSSCI
北大核心
2016年第5期38-45,共8页
Journal of Intelligence
基金
国家自然科学基金项目"Web2.0环境下基于社会化网络瓶颈限制的信息扩散最大化研究"(编号:71203166)
武汉大学自主科研项目(人文社会科学)"危机伤害情境下网络声誉演化与修复机制研究"(受"中央高校基本科研业务费专项资金"资助)
武汉大学人文社会科学"70后"学者学术发展计划专题项目"数字人文和语义挖掘"的研究成果之一
关键词
社交舆情传播
情感距离
意见领袖
沉浸体验
突发事件
social public opinion spread
emotional distance
opinion leader
flow experience
emergency event
