社会化媒体信息传播行为影响因素研究——以“网络红人”为视角

发布时间：2025-05-21 18:36

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江耘严由卫

A Probe into the Influencing Factors of Social Media Information Dissemination Behavior:From the Perspective of Net Celebrity

Jiang Yun Yan Youwei

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摘要

文章运用SOR（刺激—有机体—反应）行为模式，从信息内容、信息源和个体感知三个方面构建了“网络
红人”信息传播影响因素理论模型。通过在线调查，收集了284份有效问卷进行数据分析。研究结果表明：用户
传播决策过程主要受个体感知中的有用性感知和信任感知的影响；情感属性越强的信息更能刺激用户的有用性
感知，信息质量以及其他用户对信息源的认同度可以提高信任感知，从而间接促进信息传播行为。

Abstract

This article uses the SOR (Stimulus-Organism-Response) behavioral patterns, builds a net-celebrity infor?
mation dissemination influence factor model from three aspects of information content, information source and percep?
tions. Through online surveys, the authors collected 284 valid questionnaires for data analysis. Research results show
that users spread decision-making process is mainly influenced by perceptions of usefulness and trust; stronger emo?
tional attributes information can stimulate the user usefulness perception, information quality and recognition of infor?
mation source from other users can enhance trust perception,indirectly facilitating information dissemination behavior.

关键词

网络红人 /信息传播 /SOR行为模式 /结构方程模型{{custom_keyword}} /

Key words

net-celebrities /information dissemination /SOR behavior patterns /structural equation model{{custom_keyword}} /

江耘严由卫.社会化媒体信息传播行为影响因素研究——以“网络红人”为视角[J]. 情报资料工作, 2017, 38(5): 70-75

Jiang Yun Yan Youwei.A Probe into the Influencing Factors of Social Media Information Dissemination Behavior:From the Perspective of Net Celebrity[J]. Information and Documentation Services, 2017, 38(5): 70-75