社交媒體中的突發(fā)公共衛(wèi)生事件信息可信度影響因素研究

曹樹(shù)金 常倞瑋

摘 要：[目的/意義]當(dāng)突發(fā)公共衛(wèi)生事件發(fā)生，社交媒體中相關(guān)信息可信度的重要性便凸顯出來(lái)。以微信為例，提出社交媒體中的突發(fā)公共衛(wèi)生事件信息可信度影響因素，以期為用戶、平臺(tái)以及國(guó)家信息治理部門提供相關(guān)建議。[研究設(shè)計(jì)/方法]基于問(wèn)卷調(diào)查數(shù)據(jù)，從信息用戶、信息來(lái)源、信息內(nèi)容和信息環(huán)境4個(gè)維度對(duì)社交媒體中的突發(fā)公共衛(wèi)生事件信息可信度影響因素進(jìn)行探索研究。[結(jié)論/發(fā)現(xiàn)]研究表明，內(nèi)容客觀性、用戶信任傾向、公眾號(hào)專業(yè)性和環(huán)境外部性依次對(duì)社交媒體中的突發(fā)公共衛(wèi)生事件信息可信度產(chǎn)生直接的正向影響，用戶知情意愿和好友關(guān)系強(qiáng)度對(duì)社交媒體中的突發(fā)公共衛(wèi)生事件信息可信度存在間接的正向影響，各影響因素之間存在著較為復(fù)雜的影響關(guān)系。[創(chuàng)新/價(jià)值]對(duì)社交媒體信息來(lái)源進(jìn)行區(qū)分，引入用戶知情意愿和環(huán)境外部性兩個(gè)因素，提出對(duì)社交媒體中的公眾號(hào)信息與大量重復(fù)出現(xiàn)的信息加強(qiáng)監(jiān)管的建議。

關(guān)鍵詞：社交媒體;微信;突發(fā)公共衛(wèi)生事件;信息可信度

DOI：10.3969/j.issn.1008-0821.2020.09.001

〔中圖分類號(hào)〕G203 〔文獻(xiàn)標(biāo)識(shí)碼〕A 〔文章編號(hào)〕1008-0821（2020）09-0003-12

Research on the Influencing Factors of Information Credibility of

Public Health Emergencies in Social Media

——Take Wechat as an Example

Cao Shujin Chang Jingwei

（School of Information Management，Sun Yat-sen University，Guangzhou 510006，China）

Abstract：[Purpose/Significance]When public health emergencies occur，the importance of credibility of relevant information in social media is highlighted.Taking Wechat as an example，this paper puts forward the influencing factors of information credibility of public health emergencies in social media，in order to provide relevant suggestions for users，platforms and national information governance departments.[Design/Methodology]Based on the survey data，this paper explored the influencing factors of information credibility of public health emergencies in social media from four dimensions：information users，information sources，information content and information environment.[Findings/Conclusion]The results showed that content objectivity，user trust tendency，official account speciality and environment? externality had direct positive effects on information credibility of public health emergencies in social media，that user willingness to know and friend relationship strength had indirect positive effects on information credibility of public health emergencies in social media，and that there were complex impact relationships? between these factors.[Originality/Value]This paper distinguished social media information sources，and introduced user willingness to know and environment externality into the research.It also proposed suggestions on strengthening the supervision of official account information and massive recurrent information in social media.

Key words：social media;Wechat;public health emergencies;information credibility

根據(jù)中國(guó)互聯(lián)網(wǎng)絡(luò)信息中心第45次《中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》，截至2020年3月，我國(guó)網(wǎng)民規(guī)模為9.04億，互聯(lián)網(wǎng)普及率達(dá)64.5%[1]。當(dāng)突發(fā)公共衛(wèi)生事件發(fā)生，相比報(bào)刊電視廣播等傳統(tǒng)媒體，相關(guān)信息更多地通過(guò)網(wǎng)絡(luò)傳播，社交媒體則是網(wǎng)絡(luò)傳播的主力之一。有研究指出，社交媒體早已成為人們重要的信息來(lái)源[2]。……