图书情报工作 ›› 2021, Vol. 65 ›› Issue (14): 109-118.DOI: 10.13266/j.issn.0252-3116.2021.14.013

• 情报研究 • 上一篇    下一篇

互联网慈善信息转发行为研究——基于说服传播理论的双重态度模型

张嵩1,2, 汤亚男1, 陈昊1   

  1. 1 青岛大学商学院 青岛 266071;
    2 青岛大学质量与标准化学院 青岛 266071
  • 收稿日期:2021-02-02 修回日期:2021-03-31 出版日期:2021-07-20 发布日期:2021-07-21
  • 通讯作者: 陈昊(ORCID:0000-0002-0615-9261),副教授,博士,硕士生导师,通讯作者,E-mail:ch9569@qdu.edu.cn。
  • 作者简介:张嵩(ORCID:0000-0002-8433-6913),教授,博士,博士生导师;汤亚男(ORCID:0000-0002-2554-4579),硕士研究生
  • 基金资助:
    本文系山东省社会科学规划研究项目"互联网慈善下的信任构建及其影响机制研究"(项目编号:20DGLJ02)和山东省高等学校青创科技计划(项目编号:2019RWG031)研究成果之一。

Research on Online Charity Information Forwarding Behavior——A Dual Attitude Model Based on the Theory of Persuasion Communication

Zhang Song1,2, Tang Yanan1, Chen Hao1   

  1. 1 School of Business, Qingdao University, Qingdao 266071;
    2 School of Quality and Standardization, Qingdao University, Qingdao 266071
  • Received:2021-02-02 Revised:2021-03-31 Online:2021-07-20 Published:2021-07-21

摘要: [目的/意义] 通过社交媒介进行信息转发已成为慈善信息扩散的重要手段,对扩大筹款范围和提高筹款效率起着关键作用。旨在探讨影响慈善信息转发行为的关键前因要素及其作用机理。[方法/过程] 基于说服传播理论,从信息渠道、信息来源、信息接受者和信息内容4个层面厘清影响公众转发态度的前因要素;引入双重态度理论,揭示外显态度和内隐态度对转发行为的作用差异。通过SC-IAT实验和问卷调查相结合的方式收集数据,使用结构方程模型方法对模型进行验证。[结果/结论] 研究发现,相较于外显态度通过作用于转发意愿进而影响转发行为,内隐态度可以直接对转发行为进行预测;外显态度的形成受到社会联结强度、来源可信度和信息质量的影响,而内隐态度仅由来源可信度塑造。

关键词: 双重态度, 说服传播, 慈善信息, 转发行为

Abstract: [Purpose/significance] Information forwarding through social media is an important way to diffuse charity information, which plays a key role in expanding the scope and accelerating the success of the fundraising. This paper aims to explore the key antecedents and their influence mechanisms of charity information forwarding. [Method/process] Based on the theory of persuasion communication, the antecedent factors of forwarding attitude were clarified from four aspects: information channel, information source, information receiver and information content. The dual attitude theory was introduced to reveal the difference between explicit attitude and implicit attitude on forwarding behavior. This paper collected data through a SC-IAT experiment and a questionnaire survey, then the research model was verified by using structural equation modeling method. [Result/conclusion] This paper found that, compared with explicit attitude which affects forwarding behavior through forwarding intention, implicit attitude can directly predict forwarding behavior. The formation of explicit attitude is influenced by social connection, source credibility and information quality, while implicit attitude is only be shaped by source credibility.

Key words: dual-attitudes, persuasive communication, charity information, forwarding behavior

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