摘要
企业负面舆情对企业的生产经营有重要的影响,而网络传播已经成为舆情传播的主要途径,探究企业负面网络舆情的传播机制有助于企业在面对负面舆情事件时采取针对性的措施,提升应对效率。研究基于两级传播理论,以感知信息质量为中介变量,信息介入度为调节变量构建研究模型,选取真实的企业负面舆情事件为实证研究对象。研究结果表明,信息的完整性、信息内容的清晰度、意见领袖的专业度和知名度均会正向影响感知信息质量,进而影响受众的再传播意愿,信息介入度在感知信息质量影响再传播意愿的过程中有显著的调节作用。
The negative public opinion of enterprises has an important impact on the enterprise operation,and network communication has become the main way of public opinion dissemination.Exploring the dissemination mechanism of enterprises’negative public opinion will be able to help enterprises to take targeted measures to improve response efficiency.Based on the two-step flow theory,the reseasrch constructs a research model with perceived information quality as the mediator and information involvement as the moderator,the paper selects real corporate negative public opinion events as the empirical research object.The results show that the information completeness,the clarity of information content,and the professionalism and popularity of opinion leaders will all positively affect the perceived information quality,which affect the audience’s spread willingness in turn,and the level of information involvement has a significant moderating effect in the process of perceived information quality influencing the willingness of re-dissemination.
作者
刘旭三
LIU Xusan(Shanghai International Studies University,School of Business and Management,Shanghai 201600)
出处
《上海管理科学》
2021年第5期44-50,共7页
Shanghai Management Science
关键词
企业负面舆情
两级传播理论
感知信息质量
信息介入度
corporate negative public opinion
theory of two-step flow of communication
perceived information quality
information involvement
