| 基于MOA理论的健康谣言分享意愿影响因素研究 |
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| 引用本文： | 宋小康,赵宇翔,宋士杰,朱庆华.基于MOA理论的健康谣言分享意愿影响因素研究[J].情报学报,2020,39(5):511-520. |
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| 作者姓名： | 宋小康 赵宇翔 宋士杰 朱庆华 |
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| 作者单位： | 南京大学工程管理学院,南京 210093;南京理工大学经济管理学院,南京 210094;南京大学信息管理学院,南京 210023 |
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| 基金项目： | 国家自然科学基金面上项目“协同视角下社会化搜索的形成机制及实现模式研究”(71473114)。 |
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| 摘 要： | 针对社交媒体中大量健康谣言的广泛传播现象,本文基于动机-机会-能力(motivation-opportunity-ability,MOA)模型对用户的健康谣言分享意愿进行研究,重点分析个体动机、机会和能力相关的因素对其健康谣言分享意愿的影响。基于此,本文选择健康意识、时间成本和健康素养3个变量构建了研究模型,提出了3个研究假设。通过3个步骤选择了8则健康谣言素材,设计网络情境实验收集了252名参与者的2016条数据,利用5个多元线性回归模型进行了假设检验。研究结果表明,相比于饮食类的谣言,参与者对癌症主题的谣言具有较高的分享意愿,男性比女性有更低的健康谣言分享意愿,年长者具有更高的健康谣言分享意愿。同时,健康意识和时间成本能够正向影响健康谣言分享意愿,且健康素养能够负向影响健康谣言分享意愿。本研究为解释人们的健康谣言分享提供了依据,并为干预健康谣言传播提出对策建议。
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| 关 键 词： | 在线健康谣言 分享意愿 MOA模型 健康意识 健康素养 |
Factors Influencing Users Intention to Share Online Health Rumors Based on the MOA Model |
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| Song Xiaokang,Zhao Yuxiang,Song Shijie,Zhu Qinghua.Factors Influencing Users Intention to Share Online Health Rumors Based on the MOA Model[J].Journal of the China Society for Scientific andTechnical Information,2020,39(5):511-520. |
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| Authors: | Song Xiaokang Zhao Yuxiang Song Shijie Zhu Qinghua |
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| Institution: | (School of Management and Engineering,Nanjing University,Nanjing 210093;School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094;School of Information Management,Nanjing University,Nanjing 210023) |
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| Abstract: | Health rumors are a widespread phenomenon in social media. This paper explores users intention to share online health rumors based on the Motivation-Opportunity-Ability(MOA) model,focusing specifically on the impact of motivation-,opportunity-,and ability-related factors on individuals’ intention to share online health rumors. Three proxy variables were used to measure the MOA framework,namely health consciousness,time cost,and health literacy. A research model was proposed and three hypotheses presented. Eight health rumors were selected in three steps. A total of 252 participants were recruited for online scenario experiments,resulting in 2016 data threads. Five multiple linear regression models were used to test the studys hypotheses. The results showed that participants had higher sharing intention toward cancer rumors than dietary rumors. Men had lower sharing intentions toward online health rumors than women. Older people had higher sharing intentions. Health consciousness and time cost had a positive positive effect on sharing intention,and health literacy had a negative effect. This study contributes to the literature on sharing of health rumors and yields some practical implications for intervention against the spread of health rumors. |
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| Keywords: | online health rumors sharing intention MOA model health consciousness health literacy |
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