摘要
在媒介融合时代,社交媒介对公众环保意愿的引导作用不言而喻。基于全国性问卷调查,本文探讨社交媒介如何通过外界的规范压力和内部的个人道德激发公众在公共领域与私人领域的环保意愿。研究表明,社交媒介使用不仅能够对公域与私域环保意愿产生促进作用,还能通过个人规范产生间接影响。高水平意见领袖特质能够正向调节主观规范在社交媒介使用和公域环保意愿间的中介作用,并且负向调节个人规范在社交媒介使用和公域、私域环保意愿间的中介作用。本研究揭示了影响社交媒介用户环保意愿的内、外部因素,并从自我视角厘清了意见领袖特质如何影响前述两种因素作用的发挥。本研究有助于在媒介融合时代背景下,探索能够更有效激发社交媒介用户环保意愿的环境宣传策略。
In the era of media convergence,social media plays a self-evident role in guiding the public’s willingness to protect the environment.Based on a national questionnaire survey,this paper explores how social media can stimulate pro-environmental intentions in the public and private spheres through external normative pressure and internal personal morality.The results have shown that social media use can promote both public and private pro-environmental intentions,and can also have an indirect impact through personal norm.High opinion leadership can positively mediate the subjective norm between social media use and public pro-environmental intentions,and negatively mediate the personal norm between social media use and public/private pro-environmental intentions.The research reveals the internal and external factors that affect the pro-environmental intentions of social media users,and clarifies how the opinion leadership affects the effects of the above two factors from a self-perspective.This study is helpful to explore pro-environmental publicity strategies that can more effectively stimulate the pro-environmental intentions of social media users in the era of media convergence.
作者
谭筠鹏
张楠
黄莉瑶
HUANG Li-yao(Guangxi Minzu University)
出处
《华中科技大学学报（社会科学版）》
北大核心
2024年第4期132-140,共9页
Journal of Huazhong University of Science and Technology(Social Science Edition)
基金
国家社会科学青年基金项目“社交媒体时代我国环境形象的国际传播效果评估与提升策略研究”(22CXWO21)阶段性成果。
关键词
社交媒介使用
意见领袖特质
主观规范
个人规范
环保意愿
social media use
opinion leadership
subjective norm
personal norm
pro-environmental intentions
