Research On The Mechanism Of Public Risk Perception Of Natural Disaster On Information Behavior In Social Media

This study explores the dissemination effect of natural disaster risk information in social media,and it is the continuation and development of communication effect research in the Internet environment.When the typhoon 'Shanzhu' transited through the country,a series of rumors appeared on the Internet attracted the public to spread widely in the social media such as WeChat friends circle and Weibo,which caused the panic of the people to some extent.In this context,how to use resources to support and build trust,how to scientifically recognize natural disaster risks,and how to acquire,select and share disaster risk information has attracted the attention of scholars.At the same time,in the era of social media,the public's risk perception and information behavior have changed.How the public's risk perception affects the information behavior in social media requires us to explore from multiple angles,and the risk The management department also needs theoretical guidance and support when mastering the rules of information behavior of users in social media.Based on the actual needs,this paper studies the public's natural disaster risk perception and the information behavior in social media,aiming to understand how the public's natural disaster risk perception affects the information behavior in social media from the perspective of social capital.The main research of this paper is divided into three parts:The first part is to sort out the structural and cognitive social capital that affects the public natural disaster risk cognition through literature review,and to draw the initial dimension of public natural disaster risk cognition through literature and interviews.The two are used as the basis and basis for the follow-up research.The second part selects the theory of KABP as the basic theory,discusses its adaptability in the natural disaster situation,and combines it with the planned behavior theory and natural disaster experience to construct it.The research framework of this paper;the third part first determines the structural model,and then combines the interview to draw the pre-study questionnaire,obtain the data and then obtain the measurement dimension of public natural disaster risk cognition through factor analysis,form a formal questionnaire,construct a measurement model,and finally Model evaluation and hypothesis verification using Smart-PLS software.This paper has the following main research results:1)Structural social capital that affects public natural disaster risk perception includes individual factors,social networks and norms,and cognitive social capital factors are trust.Structural and cognitive social capital have different effects on the different dimensions of the public's natural disaster risk perception.Among them,gender will affect the controllability of public natural disaster risk cognition,economic status will affect the public cognition of natural disasters;social networks have a significant impact on the public's natural disaster severity;regulate the public natural disasters Severity has the greatest impact on cognition,the second is the impact on controllability,and the least on the cognition of possibility;trust has the greatest impact on the control of public natural disasters,and the impact on severity cognition is second.The impact on probability cognition is minimal.2)The public's natural disaster risk perception consists of the public's controllability,probability cognition and seriousness of natural disaster risk.The different dimensions of public natural disaster risk perception have different influences on attitudes.From the perspective of social capital,the public's natural disaster risk controllability cognition,possibility cognition and serious cognition have significant influence on attitudes.The influence of public natural disaster risk cognition on attitude is:serious Sexual Cognition>Controllable Cognition>Possibility Cognition.3)Impact mechanism for the public's natural disaster risk perception Through the attitude and behavioral will affect the information behavior in social media,the individual's natural disaster experience can promote its acquisition and sharing of information in social media.However,there are some differences in the degree of influence of different components of public natural disaster risk perception on information behavior in social media.From the perspective of social capital,the controllability cognition,possibility cognition and seriousness cognition increase by 1 unit,and the behavior of obtaining information increases by 0.07,0.07 and 0.06 units respectively;controllable cognition and possibility recognition Knowing that for each unit of improvement,the behavior of selecting information is increased by 0.06,0.05,and 0.08 units,respectively;for each unit of controllability cognition,possibility cognition,and severity cognition,the behavior of sharing information is increased by 0.08,respectively.0.08 and 0.11 units.4)There are differences in the degree of influence of attitudes,subjective norms and behavioral control perceptions on information behavior in social media.For each unit of attitude improvement,the behavior of obtaining information,the behavior of selecting information,and the behavior of sharing information are increased by 0.173,0.164,and 0.250 units,respectively;subjective norms for each unit of improvement,behavior of obtaining information,behavior of selecting information,and The behavior of sharing information increased by 0.168,0.162,and 0.243 units,respectively;for each unit of behavioral control perception,the behavior of obtaining information,the behavior of selecting information,and the behavior of sharing information increased by 0.155,0.146,and 0.224 units,respectively.5)Natural disasters experience positive regulation of behavioral willingness and information behavior in social media.Natural disaster experience has a positive impact on behavioral willingness and behavior of acquiring information,that is,the richer the individual's natural disaster experience,the greater the influence of behavioral willingness on the behavior of acquiring information;the natural disaster experience does not affect the behavioral behavior of behavioral willingness to select information.It has a regulating effect;the natural disaster experience has a positive influence on the behavioral willingness and the behavioral influence of sharing information,that is,the richer the individual's natural disaster experience,the greater the influence of behavioral willingness on the behavior of sharing information.