Research On Influencing Factors Of Users' Scientific Communication Behavior In The Social Media Field

As the main means of scientific communication,media plays an important role in the communication and spread of scientific knowledge and information.Social Media is based on mobile or Web terminal technology and regard interaction as a core.Meanwhile through the user's sharing of scientific knowledge and scientific information content,collaborative creation,discussion and revision,a new platform for is constructed.With the interactive organization form embedded in the social relations of the field and the production and exchange of public content on the relationship network,social media and its development and popularization bring new opportunities to scientific communication,and its characteristics,which means non-linear,multi-directional interconnection,fast and instantaneous communication also make social media the significant channel for scientific communication.However,the complex communication environment formed by its own communication structure,relying on the interpersonal interaction mechanism and multi-dimensional communication nodes and fragmentation and scene mimicry present a series new and more complex forms by science communication,which form new issues of scientific communication.How to deeply understand the evolution of the social communication behavior of social users,and form an optimization orientation strategy for user's scientific information sharing and communication behavior,promote scientific and orderly communication is now becoming a new topic of scientific communication research.Based on the theory of Media Ecology,this thesis combines the level of related people,the level of science and technology,the level of media and the level of society,and reconstructs a new mode,which means "human-science-media-social" in the field of social media field.Then starting from the mid-view research paradigm of field theory and rooted in the current situation of scientific communication in the complex environment of social media,this paper tries to examine the evolution process of communication path and communication mode,clarify the interactions between the various influencing factors,which shape the phenomenon of scientific communication,and demonstrate the internal mechanism and external dynamics of scientific communication.The research work is mainly carried out in the following four aspects:(1)With the Grounded Theory and the Lens Model of Perception,this thesis analyzes the behaviors of various subsystems of science communication on the laws and changes of social media transmission,such as homology and autonomy,production and transmission,proposes a theoretical framework for the generation of communication behavior in the field of social media and shows the relevant factors that affect the social communication of social users;(2)Based on literature review and Technology Acceptance Model(TAM),this thesis combs the initial categories and their interconnections in the Grounded Theory,which is made as variable into the model for relationship deconstruction,and then put forward the research model and related hypothesis of the mechanism of the influence factors of science communication in social media field;(3)By using data analysis and structural equations,this thesis makes a quantitative empirical research and verify the relationship between the following related factors and communication behavior of social users,which means Relationship Strength,Trust&Sharing,Technology Involvement,Information Quality used as a independent variable,Perceived Ease of Use,Perceived Usefulness,Perceived Playfulness,Communication Intention used as mediator,Sense of Self-Efficacy,Escientific Information-Personal Cognitive Fit,Benefit Perception,Risk Perception used as a regulatory variable,Publishing Density,Management Agency used as a interfere variable.From the objective scientific communication situation to the subjective science communication cognition,the complex and interactive scientific communication forms of social media fields are further clarified.(4)Combining with the research results,this paper puts forward the construction strategies of the environment,utterance and operational power of scientific communication in the form of social media.This article provides support measures for the effective communication of science,optimizing the channels of science communication in the field of social media,and enhancing the power of science communication.The innovations of this thesis are(1)Based on the new research perspective and the mode of scientific communication in the field of social media,this paper puts forward a theoretical framework for the science communication behavior in the field of social media,and deepens the exploration of the mechanism of promoting social users' scientific communication behavior.(2)In terms of content innovation,this paper proposes relationship strength,trust sharing,technology involvement and information quality as external variables in the specific communication context of social media field,and constructs a model of influencing factors.This paper analyses the direct and indirect effects of objective communication context on the social users' willingness,and the the mediating effects of social users' perceptual self-awareness on their willingness and behavior in scientific communication.(3)It is found the regulating action which derived from rational self-cognition of social user's master-self face on their willingness or behavior of scientific communication in the the specific path of social user's scientific communication behavior,and the interference of scientific information publishing density and third-party organization control on social user's scientific communication behavior.This thesis can be a theoretically supplement and practically examination for the existing research on science communication and provide a basis for strengthening scientific communication management under the social media field,constructing a scientific communication adaptive ecosystem,and improving communication efficiency.