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公共危机中社会化媒体用户信息采纳行为直接关系到危机信息传播的效果。本文借鉴UTAUT模型、感知风险理论、危机情境传播理论和信息采纳模型,结合社会化媒体和公共危机信息的特点,构建结构方程模型,通过调查问卷收集数据,运用SPSS和AMOS软件进行数据分析与模型修正,从而识别影响社会化媒体用户危机信息采纳行为的主要因素。研究发现:危机信息采纳行为受到社会影响、促成条件、信息有用性和采纳意图等因素的正向影响,并受到感知风险的间接负向影响;同时,不同的人口统计量影响社会化媒体用户对危机信息不同影响因素的感知。根据研究结论得出科学引导社会化媒体用户正确采纳危机信息的建议,从而促进危机信息的有效传播。
Public information users social media crisis behavior is directly related to the effectiveness of crisis information dissemination. This article draws lessons from the UTAUT model, the perception risk theory, the crisis situation propagation theory and the information adoption model, constructs the structural equation model with the characteristics of social media and public crisis information, collects the data through the questionnaire, uses SPSS and AMOS software to carry on the data analysis and the model So as to identify the main factors that affect the adoption of crisis information by users of social media. The findings show that the adoption of crisis information is positively influenced by factors such as social influence, facilitated conditions, usefulness of information and intent of adoption, and is indirectly and negatively affected by perceived risk. Meanwhile, different demographics affect social media users’ Perceptions of Different Influencing Factors of Crisis Information. According to the conclusions of the study, we can draw scientific suggestions to guide social media users to correctly adopt crisis information so as to promote the effective dissemination of crisis information.