解释信息行为动力的MOA模型源自于传播学和营销学领域对信息接收行为的研究。MOA模型由动机(Motivation)、机会(Opportunity)、能力(Ability)3个核心构念组成,它们之间的相互关联和共同作用推动了特定行为的发生。由于模型具有较好的稳定性和对行为的预见性,MOA不仅适用于对信息接收行为的解释,在公共管理、社会资本、人力资源管理、知识管理等领域也有着较为广泛的应用。 The MOA model that explains the behavioral dynamics of information stems from the study of the behavior of information reception in the field of communication and marketing. The MOA model consists of three core concepts: Motivation, Opportunity, and Ability. The interplay and interaction between MOA models promote specific behaviors. Due to its good stability and predictability, MOA is not only suitable for the interpretation of information receiving behavior, but also widely used in the fields of public management, social capital, human resource management and knowledge management.