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2021 , Vol. 65 >Issue 14: 109 - 118

DOI: https://doi.org/10.13266/j.issn.0252-3116.2021.14.013

INFORMATION RESEARCH

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

  • Zhang Song ,
  • Tang Yanan ,
  • Chen Hao
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  • 1 School of Business, Qingdao University, Qingdao 266071;
    2 School of Quality and Standardization, Qingdao University, Qingdao 266071

Received date: 2021-02-02

  Revised date: 2021-03-31

  Online published: 2021-07-21

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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

Cite this article

Zhang Song , Tang Yanan , Chen Hao . Research on Online Charity Information Forwarding Behavior——A Dual Attitude Model Based on the Theory of Persuasion Communication[J]. Library and Information Service, 2021 , 65(14) : 109 -118 . DOI: 10.13266/j.issn.0252-3116.2021.14.013

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