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基于刺激—机体—反应理论的用户网络健康信息搜寻行为效果研究

【作者】 吴智兰

【导师】 谢阳群;

【作者基本信息】 安徽大学, 图书情报与档案管理, 2020, 硕士

【摘要】 随着人们生活水平的不断提升,大众的健康意识逐步增强,健康信息获取渠道越来越多样化。互联网因其开放获取及便利性等特点成为人们获取健康信息的重要渠道,用户网络健康信息搜寻行为越发普遍。然而在当前复杂的网络环境下,大量错误、虚假、伪造甚至扰乱性信息乱入,健康信息的质量良莠不齐,且由于受到用户自身健康素养、信息技术水平及个体认知等的影响,用户网络健康信息搜寻行为效果难以达到预期水平。而刺激-机体-反应理论(Stimulus-Organism-Response,S-O-R理论)将用户放在中心位置,其核心思想是外部环境刺激变量对机体内在产生影响从而做出趋近或规避行为。因此,本文从用户角度出发,基于刺激-机体-反应理论探讨用户网络健康信息搜寻行为效果,并根据结论得出针对性的优化启示,旨在为今后网络健康信息服务的开展提供有益参考。本研究首先通过文献调研法对网络健康信息搜寻行为、信息搜寻行为效果等相关研究进行系统的梳理,清晰界定相关概念及其内涵,明确了网络健康信息搜寻行为效果的衡量维度,并对刺激-机体-反应理论进行了详细阐述。实证研究部分主要利用参与观察法及半结构化访谈法,基于刺激-机体-反应理论,通过对刺激变量、机体变量、反应变量的差异化设置进行研究设计,获取用户网络健康信息搜寻行为效果的主客观数据,并通过适配度、满意度、利用度三个维度进行效果数据分析。研究结果显示,当刺激变量、机体变量、反应变量不同时用户网络健康信息搜寻行为效果均存在差异。对于多元刺激源的网络健康信息搜寻行为效果的分析显示,在适配度、满意度及利用度上,事实型任务均优于描述型任务优于探索型任务,表明网络健康信息搜寻任务的难易程度与其搜寻行为效果成反比例关系,即搜寻任务难度越大其搜寻行为效果越差。对于不同机体变量下网络健康信息搜寻行为效果的分析显示,较高教育水平群体的适配度高于较低教育水平,而满意度及利用度均低于较低教育水平;男性群体的适配度低于女性群体,但在满意度及利用度上均高于女性群体。对于不同反应变量下网络健康信息搜寻行为效果的分析显示,在适配度及满意度上,返回重选网页模式低于跟随链接模式低于重构检索式模式低于更换检索平台模式;在利用度上,跟随链接模式信任度低于更换检索平台模式低于重构检索式模式低于返回重选网页模式。最终根据实证分析结果,本文从刺激变量、机体变量、反应变量三部分提出优化启示,主要包括提高网络健康信息质量及用户价值感知,设置热点健康领域垂直检索分类栏目,加强信息服务建设促进用户信息搜寻技能提升,提供基于群体特征的差异化信息服务,提供商应建立用户-搜寻模式关联的个性化推荐,降低用户网络健康信息搜寻成本。

【Abstract】 With the continuous improvement of people’s living standard,the public’s health awareness is gradually enhanced,and the access to health information is becoming more and more diversified.Because of its open access and convenience,Internet has become an important channel for people to obtain health information.However,in the current complex online environment,a large number of errors,falsehood,forgery and even disturbing information are randomly enterd,the quality of health information is mixed.Moreover,due to the influence of users’ and own health literacy,information technology level and individual cognition,the seeking effect of users’ online health information is difficult to reach the expected level.The Stimulus-Organism-Response(S-O-R theory)puts the user in the center position,and its core idea is that the external environment stimulus variables have the impact on the body’s interior and thus make the approaching or evading behavior.Therefore,from the perspective of users,this paper discusses the effect of users’ online health information seeking behavior based on Stimulus-Organism-Response theory,and draws the targeted optimization enlightenment according to the conclusion,in order to provide useful reference for the development of online health information service in the future.In this study,the literature research method was firstly used to systematically sort out the research on online health information seeking behavior and the information seeking behavior effect,clearly defines the related concepts and their connotations,clarifies the measurement dimension of online health information seeking behavior effect,and expounds the Stimulus-Organism-Response theory in detail.Empirical research part mainly use participation observation and semi-structured interview method,based on Stimulus-Organism-Response theory,studies the differential settings of stimulus variables,organism variables and response variables to obtain the subjective and objective data of users’ online health information seeking behavior effect,and through the three dimensions of fitness degree,satisfaction degree,utilization degree to carry on the effect data analysis.The results show that there are differences in the effect of seeking behavior of users’ online health information when stimulus variables,organism variables and response variables are different.Analysis on the effect of online health information seeking behavior of multiple stimulus sources shows that factual tasks are better than interpritive tasks than exploratory tasks in terms of fitness degree,satisfaction degree and utilization degree,indicating that the difficulty of online health information seeking tasks is inversely proportional to the seeking effect,that is,the more difficult the seeking task is,the worse the seeking effect is.Analysis of the effect of online health information seeking under different organism variables shows that the fitness degree of higher education level group is higher than that of lower education level,while satisfaction degree and utilization degree are lower than that of lower education level;the fitness degree of male group is lower than that of female group,but the satisfaction degree and utilization degree are higher than that of female group.The analysis of online health information seeking effect under different response variables shows that,in terms of fitness degree and satisfaction degree,the returning reselected web page mode is lower than the following link mode than the reconstructing retrieval mode than the changing retrieval platform mode,and in terms of utilization degree,the trust degree of the following link mode was lower than the reconstructing retrieval platform mode than the returning reselected web page mode than the returning reselected web page mode.Finally,based on the results of empirical analysis,this paper puts forward the optimization enlightenment from three parts: stimulus variable,organism variable and response variable,which mainly includes improving online health information quality and user value perception,setting up vertical search classification column in hot health field,strengthening information service construction,promoting user information search skills,providing differentiated information service based on group characteristics.

  • 【网络出版投稿人】 安徽大学
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