Research On Information Service Strategy And User Portrait In The Context Of Public Health Emergencies

From the SARS in 2003 to H7N9 in 2013,and then to the COVID-19 in 2020,public health emergencies have the characteristics of suddenness,widespread transmission,complex harm,continuous development and information outbreaks.Once they break out,they will cause extreme anxiety and fear of the public,and generates a strong demand for information,thereby inducing a series of information behaviors to respond to social changes in sudden public health events.In the context of the rapid development of the Internet and Web2.0,the unique timeliness,dynamics,concealment and interactivity of online media make it surpass traditional media and become an important information acquisition channel for the public when responding to emergencies.Therefore,“building a multi-level high-densityrelease of authoritative information,face existing problems squarely respond to the concerns of the masses,enhance timeliness,pertinence,and professionalism,guide the masses to increase their confidence,strengthen information,and focus on stabilizing public sentiment” as General Secretary Xi and The general public has put forward requirements for emergency information service systems.However,the network information is complex because the information needs,information perception,and information behaviors of different people are also different.How to provide the people with accurate information services to the greatest extent and fit the information behaviors of different people Characteristics,meeting the information needs of different people,and mitigating negative impacts have become an important problem for information services in emergent public health incidents.This study aims to use the K-Means clustering method to construct group user portraits under public health emergencies,so as to understand the information needs and information behavior characteristics of different user groups under the background of the epidemic,and provide accurate information services under public health emergencies reference.To this end,this study first uses the literature analysis method to sort out and analyze the existing theoretical research on information behavior,information services,and user profile construction events and methods under public health emergencies,and provide for the follow-up questionnaire design and profile construction.Theoretical support;secondly,relying on the RISP model and PRISM model,design detailed questionnaires and fill in and collect the questionnaires through online channels.The questionnaires mainly include three modules of user personal attributes,information perception and information behavior;after collecting and sorting data,pass The data obtained was cleaned,invalid questionnaires were deleted,a total of 533 valid questionnaires were obtained and relevant data analysis was carried out:First,factor analysis and principal component analysis were used to extract user information search willingness,user subjective norms,and user perceptions.There are seven characteristic variables: emotional response,perceptual information search ability,negative channel beliefs,user risk perception,and positive channel beliefs.Then the K-Means algorithm is used to cluster these seven characteristic variables,and through description and visual analysis,three are finally constructed.Class user portraits are: high-risk passive acceptance information group,high-trust active search information group,and optimistic avoidance information group.Through the description,comparison,analysis and feature induction of the three groups of portraits,the conclusions are as follows:(1)High-risk passive receiving information group: The sample members of this group have high risk perception,often passively accept information related to the epidemic,and can treat information channels more rationally.For users with such characteristics,this article recommends that relevant information service systems strengthen personalized push,improve the timeliness of information push,strengthen the push of relevant information about psychological counseling under the epidemic,and improve the interactivity of information.(2)High-trust active search information group: The sample members of this group have a high degree of trust in information channels and are very willing to actively search for relevant information.The information to be obtained will be read and processed in depth and detail.For users with such characteristics,this article recommends that relevant information service systems simplify information search procedures and strictly strengthen information review.(3)Optimistic evasion information group: The sample members of this group are very optimistic about the epidemic and are unwilling to actively search for information.They choose to avoid information published on the Internet.They only read the information related to new coronary pneumonia and did not conduct in-depth research.And analysis.For users with such characteristics,this article proposes to avoid information overload,and at the same time strictly control the content of the information,appropriately increase the enthusiasm of publishing information,and avoid excessive negative information.