科学与管理2024，Vol.44Issue(2)：82-91,10.DOI:10.3969/j.issn.1003-8256.2024.02.011
激励与治理:社会认知视角下平台型媒体的媒介信任机制
Incentive and Governance:Media Trust Mechanism of Platform Media from the Perspective of Social Cognition:Empirical Evidence of the Mediating Effect Based on Identity
摘要
Abstract
The influence mechanism of media trust in platform media is rarely supported by empirical research,most of which are based on media theory and pay little attention to the perspective of social cognition.As a kind of individual behavior,media trust is the result of active reflection and continuous construction on the basis of individual adjustment of their own and environmental cognition.Social cognitive theory can effectively predict individual behavior,propose a"three-dimensional interaction"model,and pay attention to individual perception and dynamic response,providing a new perspective for media trust research.Based on the theory of social cognition,this paper analyzes the influence mechanism and path of platform media media trust through the questionnaire and sampling survey data of users of various platforms of audio,video and text on the whole network,focusing on the direct role of platform incentives and platform governance and the intermediary of user identity effect.The study found that platform incentives and platform governance have a significant positive impact on media trust,identity identification also has a positive impact on media trust,and identity has a partial mediation effect This research reveals that media trust behavior is closely related to individuals and the environment.It is not only necessary to pay attention to the influence mechanism of media trust,but also to establish an incentive model based on user thinking,to strengthen platform governance by optimizing the filtering mechanism,and to explore and improve a targeted media trust establishment system through internal and external efforts.关键词
平台型媒体/社会认知理论/媒介信任/个人激励/平台治理/身份认同Key words
platform media/social cognitive theory/media trust/platform incentives/platform governance/identity分类
社会科学引用本文复制引用
赵梓昕,臧志彭..激励与治理:社会认知视角下平台型媒体的媒介信任机制[J].科学与管理,2024,44(2):82-91,10.基金项目
国家社科基金一般项目(20BXW048) （20BXW048）
