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目的了解大学生微博的使用情况及健康类微博在大学生中的传播效果,并探究传播效果的影响因素。方法采用自行设计的问卷对北京某综合大学参加某2个课堂的全部198名学生进行问卷调查,学生按区域划分为2组,分别填写A、B 2种问卷。结果共回收有效问卷180份。其中A问卷84份,B问卷96份。73.3%的学生开通了微博,31.7%的学生主动关注健康类博主或者主动从微博上寻求健康知识,大学生最感兴趣的健康类话题有运动/体重管理、膳食营养、心理咨询类。对“吃饭快,发胖风险增4倍”这条微博,女生比男生更倾向于认真阅读、非常相信和会一直坚持下去。男女生中均未发现信源的权威性对传播效果的影响;女生更倾向于相信针对性好的微博并采取行动(Z=-2.911,P=0.004;Z=-2.285,P=0.022);男生更倾向于相信转发、点赞、评论量多的微博(Z=-2.068,P=0.039)。结论利用微博对大学生进行健康传播有较好的可行性,应多发布运动/体重管理、膳食营养、心理咨询类这类的健康知识。性别对某些微博的传播效果有影响。信息的针对性及微博的转发、评论、点赞量对微博的传播效果有影响且在性别上有差异。
Objective To understand the use of college students’ microblogging and the effect of health microblogging among college students and to explore the influencing factors of their effect. Methods A total of 198 students from a certain university in a certain university in Beijing were enrolled in the questionnaire. The students were divided into two groups according to their regions. Two questionnaires A and B were filled in. Results A total of 180 valid questionnaires were collected. Among them, 84 were from A questionnaire and 96 from B questionnaire. 73.3% of the students launched the Weibo, 31.7% of the students take the initiative to focus on health bloggers or take the initiative to seek health knowledge from Weibo. The most popular health topics for college students are exercise / weight management, dietary nutrition and psychological counseling. On the “fast food, obesity risk increased 4 times ” This microblogging, girls are more inclined to read than boys, I very much believe that will and will continue. Both boys and girls did not find the influence of the authoritativeness of the source on the communication effect; girls tended to believe and take action on the targeted microblogging (Z = -2.911, P = 0.004; Z = -2.285, P = 0.022) ; Boys tended to believe weibo (Z = -2.068, P = 0.039) for forwarding, likes and reviews. Conclusion It is feasible to use Weibo to promote the healthy communication among college students. We should release more health knowledge such as exercise / weight management, dietary nutrition and psychological counseling. Gender affects the effectiveness of some Weibo transmissions. The pertinence of the information and the forwarding, commenting, and praiseworthiness of Weibo have an impact on the spread of Weibo and have gender differences.