摘要
本文以新浪微博为数据来源,采用计算传播的研究方法,从数量、内容和信源三个维度探究了社会化媒体信息接触对个体HPV疫苗采纳的影响因素。首先,研究通过概率函数模型呈现了信息接触数量与疫苗采纳概率之间的“接触—采纳”曲线,发现累积接触少量信息有利于提升疫苗采纳概率,当接触量超出一定阈值后采纳概率开始衰减,且不同信源的采纳曲线存在差异。研究还分析了不同信息内容和信源类型对个体疫苗采纳的说服效果,发现接触反疫苗信息多少对个体疫苗采纳无显著影响,而接触较多支持/未表态信息反而不利于疫苗采纳。专业型和同质型信源均对个体疫苗采纳有一定的说服效果,其中同质信源的支持/未表态信息对疫苗采纳的积极效用较大,而专业信源的反疫苗信息在阻碍疫苗采纳上更具影响力。
Based on the data from Sina-Weibo,this study uses the method of computational communication to explore the influence of the number,content,and source of social media information exposure on the individual HPV vaccine adoption.First,this study employs a probability function model to present an"exposure-adoption"curve between the amount of information exposed and the probability of vaccine adoption.We found that when the amount of cumulative exposure information is limited,the probability of vaccine adoption increases,however,when the amount of exposure exceeds a certain threshold,the adoption probability begins to decline.And there are differences in the adoption curves of different sources;This study further adopts a hierarchical logistic regression model to analyze the persuasive effects of different kinds of information content and source types.The results show that exposure to anti-vaccination information has no significant influence on vaccine adoption,while exposure to more pro-vaccination/undecided information will bring negative persuasive effects;Both professional and homogeneous sources have a significant influence on individual vaccine adoption.The pro-vaccination/undecided information of the homogeneous sources has a greater positive effect,while the anti-vaccination information of the professional sources is more effective in hindering vaccine adoption.
作者
周金连
吴晔
韩仪
张伦
ZHOU Jin-lian;WU Ye;HAN Yi;ZHANG Lun
出处
《新闻大学》
CSSCI
北大核心
2022年第2期1-16,117,共17页
Journalism Research
基金
国家自然科学基金项目“移动新闻媒体中的用户行为统计规律与建模”(11875005)。
