基于TAM的政务微博与政务微信危机沟通机制比较研究

发布时间：2018-05-25 03:45

本文选题：政务微博 + 政务微信　；参考：《情报杂志》2017年05期

【摘要】：[目的/意义]在推动政务公开、政府信息共享过程中,政务微博、微信扮演着愈加重要的角色。在突发事件后,如何合理使用政务微博和政务微信,并利用两者的不同特点有效进行危机沟通,是政府应急管理的重要组成部分。[方法/过程]基于技术接受模型(TAM),构建用户视角的政务社交媒体危机沟通模型和研究假设,通过问卷调查数据,进行了结构方程模型实证,比较了政务微博与政务微信的危机沟通机制。[结果/结论]结果显示,个体尝新对政务微博与政务微信两者用户使用意愿都不产生影响;而平台特征对两者都产生显著正向影响;政务微博受社会关系影响更多,而政务微信受危机情景影响更多;两者的感知易用性都是通过感知有用性中介才对用户使用意愿产生影响。在此基础上,对我国政府危机沟通中的政务社交媒体使用提出了意见和建议。
[Abstract]:Objective / meaning: government Weibo and WeChat play an increasingly important role in the process of government affairs publicity and government information sharing. How to use government affairs Weibo and government WeChat rationally and make use of their different characteristics to communicate crisis effectively is an important part of government emergency management. [methods] based on the technology acceptance model, this paper constructs a crisis communication model and research hypotheses of government social media from the perspective of users, and makes empirical analysis of structural equation model through questionnaire survey data. This paper compares the crisis communication mechanism between Weibo and WeChat. [results / conclusion] the results show that the individual taste of the new has no effect on the user's willingness to use both Weibo and WeChat, while the platform features have a significant positive impact on both, and the government Weibo is more affected by social relations. Government WeChat is more affected by crisis situations; the perceived ease of use of both is through perceived usefulness intermediary to affect the user's willingness to use. On this basis, the author puts forward some suggestions on the use of government social media in government crisis communication.
【作者单位】：清华大学公共管理学院中国应急管理研究基地;
【基金】：第60批中国博士后科学基金面上资助一等资助“大数据风险感知与社会稳定研究”(编号:2016M600105) 北京社会科学基金研究基地项目“北京市政务社交媒体危机传播的公众接受研究”(编号:15JDJGC048) 国家社会科学基金特别委托项目“京津冀协同发展过程中重大决策社会稳定风险评估的研究”(编号:16@ZH003)研究成果之一
【分类号】：D035

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