Research On The Influencing Factors Of Researchers’ Willingness To Participate In Science Communication

With the rapid development of science and technology,people from all walks of life pay great attention to the behavior of science communication of researchers.The public is gradually not satisfied with the traditional mode of knowledge popularization,but more inclined to two-way communication.As a bridge between scientific knowledge and the public,researchers play a very important role in science communication.In the past two years,the COVID-19 situation has been severe.Under such emergency circumstances,representative researchers have carried out timely scientific communication activities,promoted the flow of relevant knowledge,answered the public’s questions through the Internet,stabilized the public’s mood,and prevented the spread of rumors.It can be seen that it is very important for researchers to disseminate scientific knowledge to the public in the current situation,and studying the influencing factors of the willingness of researchers to participate in science dissemination and popularization is of great significance to promote the active participation of researchers.Based on the theory of planned behavior,through consulting and combing the research contents of previous scholars,this paper selects behavior expectation,perceived behavior control,moral norms,descriptive norms,perceived risk and policy support as the influencing variables of participation intention,puts forward research hypotheses,constructs a theoretical model,collects data by questionnaire,and analyzes it by logistic regression.On the basis of regression results and referring to previous studies,behavioral expectation was considered as a mediating variable,the mediating effect hypothesis was proposed,the mediating effect of behavioral expectation was tested by using structural equation model,and the action path and influence mechanism between factors were obtained.The results show that the willingness of researchers to participate in science communication is affected by several factors.Researchers’ behavior expectation,perceived behavior control,moral norms,descriptive norms and policy support have a positive role in promoting researchers’ participation in science communication,and perceived risk has a negative impact on their willingness to participate.At the same time,researchers’ perceived behavior control,moral norms,descriptive norms and perceived risk indirectly affect the willingness to participate through the intermediary variable behavior expectation.According to the conclusion of empirical research,this paper puts forward countermeasures and suggestions.