情报学报
情報學報
정보학보
2014年
4期
111-123
,共13页
感知偏好涉入%传播意愿%信任结构方程
感知偏好涉入%傳播意願%信任結構方程
감지편호섭입%전파의원%신임결구방정
perceptions%preferences%involvements%propagation willingness%trust%SEM
微博舆情的传播主要靠用户来推动。在《解释》出台的背景下，从用户感知、偏好和涉入三方面着手，结合信任因素，构建了影响微博舆情传播意愿的模型，并运用结构方程模型对所构建模型和假设进行了实证研究。研究结果表明，感知风险负向作用于舆情传播意愿，用户涉入及事件关注偏好对舆情传播意愿具有积极影响，而信任信源偏好、感知信息质量则通过影响信任的形成进而对舆情传播意愿产生积极作用，此外，信任负向影响其感知风险。
微博輿情的傳播主要靠用戶來推動。在《解釋》齣檯的揹景下，從用戶感知、偏好和涉入三方麵著手，結閤信任因素，構建瞭影響微博輿情傳播意願的模型，併運用結構方程模型對所構建模型和假設進行瞭實證研究。研究結果錶明，感知風險負嚮作用于輿情傳播意願，用戶涉入及事件關註偏好對輿情傳播意願具有積極影響，而信任信源偏好、感知信息質量則通過影響信任的形成進而對輿情傳播意願產生積極作用，此外，信任負嚮影響其感知風險。
미박여정적전파주요고용호래추동。재《해석》출태적배경하，종용호감지、편호화섭입삼방면착수，결합신임인소，구건료영향미박여정전파의원적모형，병운용결구방정모형대소구건모형화가설진행료실증연구。연구결과표명，감지풍험부향작용우여정전파의원，용호섭입급사건관주편호대여정전파의원구유적겁영향，이신임신원편호、감지신식질량칙통과영향신임적형성진이대여정전파의원산생적겁작용，차외，신임부향영향기감지풍험。
Microblogging public opinion propagation is driven by users primarily. In the background of issued the “interpretation”, we proposed a theoretical model which show the influencing factors affecting microblog users willingness to propagate public opinion. This model adopteds several factors of three aspects,users perceptions, preferences, and involvements, combination with the trust factor. Furthermore, theoretical model and relevant hypothesizes are verified via empirical research. The results shows that perceived risk has negative effect on users propagation willingness, while users involvements and event concerned preferences have positive effect on propagation willingness. In addition, perception information quality and preferences of trust source have indirectly influence on users propagation willingness. Meanwhile, trust has a negative effect on perceived risk.
