Research On Users' Approach And Avoidance Behavior In The Process Of News Encountering

Information encountering is a way of passively acquiring information.With the development of Internet network technology and the integration of news media,people are immersed in the ocean of news.Facing the massive news content,people's access to news is no longer as in traditional news media.The way people acquire news has shifted to encountering.The existed research about information encounter mainly focused on the concept,the process model,and the influence factor.there lacks the research focused on micro-process of encountering.In addition,in the current new media environment,Chinese online news consumers have obvious selective preferences for news which is short,easy,entertaining,and personally interested according to the survey report.And there lacks empirical research about it.If people continue to selectively approach or avoid news,it may reduce the role of the news media in disseminating correct ideology,value and lifestyles.This may be destructive to individuals' development and society.In this environment,this study aims to investigate the news encountering of news consumption,as well as the approach/avoidance behavior of news consumers.We used interviews and critical incident technique to explore our research questions.The purpose of this study is to explore the characteristics of various elements of news approach and avoidance and analyze the correlation between the elements.By using SPSS 22.0 software to analyze the data,this study found that in most cases,users read news is a spontaneous behavior,that is,no purpose to browse news,this background environment is good for encountering news.Most users read the news in a shallow and explicit way,and didn't think deeply about the news content.In addition,the news topic,the relevance of news and self-interest,and the entertainment of news are the three news features that the interviewee mentioned the most which could influence their news selection.In the chi-square test of gender and news topics,we found that men were more inclined to the news about technology,sports,and games than women,while women were more inclined to pay attention to entertainment news than men.This study uses multiple correspondence analysis to analyze 149 approach or avoidance events for encountered news.The main findings show that users tend to approach entertainment news in the context of intrinsic motivation,corresponding to emotional reactions;Information news corresponds to the generation of cognitive responses.This study has a great significance for understanding the approach/evasion mechanism in the news encountering process.At the same time,this study explores the causes behind the news approach and avoidance phenomenon and the correlation between related factors,which is conducive to revealing the news consumption mechanism and providing inspiration suggestions for news feature design.