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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。
By using SOR (Stimulation - Organism - Response) behavior model, the article constructs the theoretical model of the influential factors of information dissemination from the aspects of information content, information source and individual perception. Through the online survey, 284 valid questionnaires were collected for data analysis. The results show that the process of decision-making of user communication is mainly influenced by the perception of usefulness and trust in individual perception. The stronger the information of emotion is, the more it can stimulate users’ perception of usefulness. The quality of information and the identity of other users Improve the sense of trust, and indirectly promote the dissemination of information.