Research On Influencing Factors Of Crisis Information Communication Behavior Of Short Video Network Circle Group From The Perspective Of Information Ecology

In public crisis events,the effect of crisis information dissemination is directly related to the trend and degree of influence of the event.Therefore,Specification guides short video network circle crisis information dissemination behavior can effectively promote the efficient communication of real crisis information and thus control the crisis public opinion.This study clarifies the characteristics,motivations and modes of crisis information dissemination behavior of circle group users in the context of using short videos,clarifies the factors and mechanisms influencing crisis information dissemination of users in short video network circle group,and puts forward strategic suggestions for short video platforms to guide crisis information dissemination behavior.Firstly,the definition,characteristics,motivations and modes of crisis information dissemination behavior in short video network circle group are theoretically summarized,so as to explore the law of crisis information dissemination behavior in short video network circle group.Secondly,based on the qualitative research method of grounded theory,the relevant factors affecting the crisis information transmission behavior in the short video network circle group are analyzed through interviews.Then,combined with the influencing factors obtained from grounded theory,the SOR model is used to analyze the mechanism and connection between the influencing factors of crisis information communication behavior in short video network circle group,and the influencing mechanism model and related research hypotheses are proposed.After that,by using the structural equation model for empirical analysis,this paper verifies the relationship between independent variables,independent variables and the behavior intention of crisis information dissemination in the short video network circle group,taking the crisis information quality,short video technology involvement and environmental interaction as independent variables,and the perceived usefulness,perceived authenticity and perceived risk as intermediary variables.Finally,combined with the research conclusions,four strategies are proposed from the four dimensions of information ecology theory to guide the crisis information communication behavior in short video network circle group,namely to strengthen the construction of crisis short video content through improving the content practicability,expression attraction and source reliability of information;by strengthening the algorithm recommendation mechanism,promoting the integration of emerging technologies and improving the content review technology to optimize video platform technical services;by restricting the crisis information communication behavior and constructing the culture of short video network circle group to construct the benign crisis communication environment;by enhancing users’ media information literacy and social responsibility awareness to improve the ability to identify crisis information.The purpose of this paper is to supplement the theory and test the practice of crisis information communication under the new situation,so as to provide basis for strengthening the crisis information management of short video platform,minimizing crisis public opinion and improving the efficiency of crisis information communication.