【摘要】：【目的/意義】近年來公益微信嶄露頭角,發(fā)揮微信社交平臺的公益情感粘性,對于提高公益信息的傳播效率、調(diào)動公眾慈善熱情具有重要意義�！痉椒�/過程】結(jié)合公益微信的平臺特征,以計劃行為理論為基礎(chǔ),從主觀規(guī)范、行為態(tài)度和知覺行為控制三個層面入手,整合構(gòu)建微信公益信息傳播影響因素模型,探討公益微信的信息傳播行為影響機制,針對變量提出研究假設(shè)并通過實證研究進行驗證。【結(jié)果/結(jié)論】主觀規(guī)范、行為態(tài)度和知覺行為控制等因素對用戶的公益信息傳播行為有正向影響。其中,主觀規(guī)范是主要影響因素。
[Abstract]:[objective / significance] in recent years, public welfare WeChat has come to the fore, exerting the affective stickiness of social platform of WeChat, which can improve the communication efficiency of public information. It is of great significance to mobilize public charity enthusiasm. [methods / processes] combined with the platform characteristics of WeChat, based on the theory of planning behavior, it starts with three levels: subjective norm, behavior attitude and perceptual behavior control. By integrating and constructing the influencing factors model of WeChat's public information communication, this paper probes into the influence mechanism of public welfare WeChat's information communication behavior, puts forward the research hypotheses for the variables and verifies them through empirical research. [results / conclusions] subjective norms, The behavior attitude and perceptual behavior control have positive influence on the public interest information dissemination behavior of users. Among them, subjective norms are the main influencing factors.
【作者單位】： 吉林大學(xué)管理學(xué)院;
【分類號】：D632.9;G206.3

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