校园突发事件中大学生信息传播行为偏好研究

在校园突发事件中,大学生作为直接受影响方,既是危机信息的接受者,又是其传播者。大学生在突发事件情景下的信息传播行为受多方面因素影响,通过对上海、北京、广州等城市9所高等院校的303名在校大学生的问卷调查,利用离散选择模型识别影响大学生危机信息传播行为的主要因素,并预测其在传播决策、信息内容、传播对象和传播渠道上的选择概率。研究结果表明,一旦校园突发事件发生,大学生对外进行信息传播的行为是不可避免的,校方对突发事件信息的披露程度和对危机的处置措施将影响其信息传播的内容和渠道偏好。

Research on College Students' Information Dissemination Behavior Preference during Campus Crisis

During a campus crisis,as a party directly affected by it,college students are both recipients,and transmitters of crisis information.It was held that students’ information dissemination behavior during a crisis was influenced by many factors.A questionnaire survey of 303 students in 9 various universities in Shanghai,Beijing and Guangzhou was made.Main factors influencing information dissemination behavior of students were identified based on discrete choice model.Choice probabilities of dissemination decision making,information content,recipient and channel were calculated.The results show that once the campus crisis occurred,college students naturally tend to disseminate information about it.Their information dissemination content and channel choice are mainly influenced by information disclosure and response measures of the school administrative authority.