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评论区中网络利他行为的影响因素研究 ——以App“小红书”为例

Research on Influencing Factors of Online Altruistic Behavior in Comment Section —A Case Study of Little Red Book

中国新闻评论 / 2024,5(2)：63-81 / 2024-05-28 78 74

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• 作者： 王冰宇     
• 单位：

  中南财经政法大学，武汉

• 关键词： 网络利他行为；计划行为理论；规范激活理论；用户行为意愿
• Online altruistic behavior; Theory of planned behavior; Norm activation model; User behavior intention
• 摘要： 如今小红书正成为一个全新的“搜索引擎”，用户在评论区进行信息共享和传播，这种网络利他行为逐渐成为网络虚拟社区领域研究的一个重要议题。本研究在整合计划行为理论和规范激活理论的基础上，搭建小红书用户在评论区进行回复、评论等行为意愿模型，使用问卷调查法探究网络利他行为实施背后的影响因素及相关程度。研究结果表明，基于计划行为理论和规范激活理论构建的理论模型能够很好地解释评论区中的利他行为。其中，行为态度、主观规范和认知行为控制是驱动小红书用户实施利他行为的关键因素。本文也进一步对平台提出能够增加用户的网络利他行为的建议，推动建设和谐健康的网络空间。
• Little Red Book is becoming a new “search engine”, and users share information in thecomment section. This kind of network altruism has gradually become an important topic in the fieldof network virtual community research. Based on the integration of planned behavior theory and normactivation model, this study builds a behavioral willingness model of Little Red Book users to respondand comment in the comment section, and uses questionnaire survey to explore the influencing factorsbehind the implementation of altruistic behavior on the Internet and the correlation degree. The resultsshow that the theoretical model based on planned behavior theory and norm activation model canexplain altruistic behavior in the comment section well. Among them, attitude toward the behavior,subjective norm and perceived behavioral control are the key factors that drive Little Red Book users toimplement altruistic behavior. This thesis also further puts forward suggestions to the platform that canincrease users’ altruistic behavior on the network and promote the construction of a harmonious andhealthy network space.
• DOI： https://doi.org/10.35534/cnr.0502007
• 引用： 王冰宇．评论区中网络利他行为的影响因素研究——以App“小红书”为例［J］．中国新闻评论，2024，5（2）：63-81.