公益微信的信息传播行为研究
发布时间：2018-11-14 10:01
【摘要】：【目的/意义】近年来公益微信崭露头角,发挥微信社交平台的公益情感粘性,对于提高公益信息的传播效率、调动公众慈善热情具有重要意义。【方法/过程】结合公益微信的平台特征,以计划行为理论为基础,从主观规范、行为态度和知觉行为控制三个层面入手,整合构建微信公益信息传播影响因素模型,探讨公益微信的信息传播行为影响机制,针对变量提出研究假设并通过实证研究进行验证。【结果/结论】主观规范、行为态度和知觉行为控制等因素对用户的公益信息传播行为有正向影响。其中,主观规范是主要影响因素。
[Abstract]:[objective / significance] in recent years, public welfare WeChat has come to the fore, exerting the affective stickiness of social platform of WeChat, which can improve the communication efficiency of public information. It is of great significance to mobilize public charity enthusiasm. [methods / processes] combined with the platform characteristics of WeChat, based on the theory of planning behavior, it starts with three levels: subjective norm, behavior attitude and perceptual behavior control. By integrating and constructing the influencing factors model of WeChat's public information communication, this paper probes into the influence mechanism of public welfare WeChat's information communication behavior, puts forward the research hypotheses for the variables and verifies them through empirical research. [results / conclusions] subjective norms, The behavior attitude and perceptual behavior control have positive influence on the public interest information dissemination behavior of users. Among them, subjective norms are the main influencing factors.
【作者单位】： 吉林大学管理学院;
【分类号】：D632.9;G206.3
本文编号：2330846
[Abstract]:[objective / significance] in recent years, public welfare WeChat has come to the fore, exerting the affective stickiness of social platform of WeChat, which can improve the communication efficiency of public information. It is of great significance to mobilize public charity enthusiasm. [methods / processes] combined with the platform characteristics of WeChat, based on the theory of planning behavior, it starts with three levels: subjective norm, behavior attitude and perceptual behavior control. By integrating and constructing the influencing factors model of WeChat's public information communication, this paper probes into the influence mechanism of public welfare WeChat's information communication behavior, puts forward the research hypotheses for the variables and verifies them through empirical research. [results / conclusions] subjective norms, The behavior attitude and perceptual behavior control have positive influence on the public interest information dissemination behavior of users. Among them, subjective norms are the main influencing factors.
【作者单位】： 吉林大学管理学院;
【分类号】：D632.9;G206.3
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