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虚拟社区信息质量建模及感知差异性比较研究
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摘要
信息质量问题是在信息社会发展过程中产生,也是伴随着信息资源开发利用活动向纵深发展而被加剧的问题,是由信息资源无限增长与人的吸收利用能力有限,信息分布和流向不确定与用户需求多样化之间的矛盾造成的。基于Web2.0模式的虚拟社区的出现为信息交流提供了更广阔的平台,人们可以根据自己的兴趣参与到特定主题的社区中自由发布和搜寻信息。虚拟社区的出现促使可获得的信息数量激增,由用户共同创造内容形成的信息源改变了人们的信息搜寻行为,传统的信息传播模式发生了巨大的变化,由此也引发了各种的信息质量问题,信息的准确性、完整性、可理解性、权威性和及时性等质量特征受到更加广泛的关注。目前国内外对信息质量领域的研究,在基础理论、评价框架和情境研究中均形成了一定的体系,具有各自研究的特色。但是与国外的研究相比,我国学者立足于信息资源管理学的学科特点,从信息用户视角出发采用实证研究方法对信息质量问题进行系统、深入研究的文章并不多。而当今受到互联网信息技术的深刻影响,虚拟社区环境信息海量增长与用户的信息能力不足之间的矛盾急需要通过有效改善信息质量来加以解决,因此,本文以虚拟社区环境为背景,探究信息质量建模问题,以及社区用户在信息提供和信息消费过程中对信息质量的感知,以信息用户为中心充分展现他们眼中的信息质量问题并提出相应的优化策略。
     论文的结构分为引言和正文的六个部分。
     引言部分,主要介绍选题背景和意义、国内外研究现状、本研究的目标、内容、思路以及方法。
     第一章是研究的理论基础。本章系统地阐述信息质量的有关概念和虚拟社区的相关研究,以信息传播理论为基础,分析了虚拟社区信息传播模式的特征及其对信息质量产生的影响,为后文虚拟社区信息质量建模奠定理论基础。
     第二章是分析虚拟社区信息质量的体系框架和维度。在对现有信息质量变量的文献研究基础上确定信息质量的维度。
     第三章是对虚拟社区信息质量的维度结构进行探索性因子分析。设计并收集到有效问卷342份,运用因子分析法确定虚拟社区信息质量的因子结构。
     第四章是虚拟社区信息质量的概念模型构建和验证。在探索性因子分析的基础上,结合文献研究和访谈结论设计概念模型,提出研究假设。通过问卷调查收集有效问卷376份进行实证研究,验证模型的信度、效度和假设。
     第五章是虚拟社区信息质量感知差异比较。运行Smart PLS2.0软件获得虚拟社区信息质量、信息内容质量、信息效用质量、信息载体质量、真实性、表达完整性、及时性、适合性、整合性、易操作性、系统性能、安全性等12个潜变量的得分,依次从性别、年龄、受教育程度、职业、互联网使用经历、主题偏好6个方面比较样本人群对上述信息质量各阶变量的感知差异,同时也将样本分成信息提供者和信息消费者两部分,比较得出这两部分人群的感知差异特征。
     第六章是研究结论、理论贡献、实践贡献以及研究的不足和展望。
     经过理论和实证分析,本文得到以下三个方面的结论:
     第一,信息传播学理论能够为解决虚拟社区信息质量问题提供理论依据。信息传播模式中涉及的三个关键要素,信息、信息传播渠道、传播效果分别与虚拟社区信息内容、网站系统、用户的信息效用变化存在内在的联系性,借助焦点小组访谈和探索性因子分析得到虚拟社区信息质量的三个高阶因子——信息内容质量、信息载体质量和信息效用质量,确定了信息传播模式的三要素与虚拟社区信息质量因子结构的内在对应关系。
     第二,信息具有真实性和信息安全保护是虚拟社区用户感知高质量信息的关键所在。真实性是信息内容质量的正向反映,体现了信息内容的正确、可靠、来源权威,是形成虚拟社区信任的基础。在对信息提供者和信息消费者进行感知差异性比较中也发现,信息提供者比信息消费者更加重视信息的真实性。安全性是信息载体质量的正向反映,体现了信息交互过程中对用户个人隐私的保护。在基于样本特征的安全性感知差异比较中发现,各年龄层的用户都对安全性给予了高度的重视。与其它职业群体相比,党政机关公务人员更重视安全性;具有本科学历的人在安全性感知方面普遍高于其它学历层次的人。社区成员在提供(搜寻)医疗健康类信息时对安全性感知显著区别于提供(搜寻)其它类型信息。
     第三,提升虚拟社区用户对高质量信息的感知需要从社区的管理者、设计者和社区用户三个主体出发采取相应的措施。虚拟社区的管理者和设计者应该确保社区网站的内容安排合理、导航清晰、链接畅通、响应及时、系统操作方便,以及提供多种信息分享渠道和整合多种社交媒体功能。对于社区信息用户,应该不断提升自己的信息素养和信息识别能力,维护社区良好的信息环境和信息秩序。
     本文系国家自然科学基金项目“信息资源配置影响因素和行为模式研究”(批准号:71073118)的研究成果。
The issue of information quality is generated in the development of the information society, exacerbated due to the information resources development and utilization in depth, the limited capacity of the absorption and utilization of information resources, as well as the contradictions between the diversity of user demand arid the uncertainty of the distribution and direction of information flow. Web2.0-based virtual community provides a broader platform for the exchange of information. People can supply and seek for information freely in different virtual community based on their interests. Substantial increase in the amount of available information is from users generate content which has changed information seeking behavior. The traditional mode of information communication has undergone tremendous change leading to a variety of information quality problems. The quality characteristics of accuracy, completeness, understandability, authoritative and currency are of widespread concern. Foreign information quality research has formed a research paradigm in terms of theory, the evaluation framework and contextual research. But compared with foreign research, the issue of information quality is rarely studied from the Information Resource Management Science and the information users'perspectives and employing the empirical research. Today, the Internet has had a profound impact on us. The contradictions between the limited information capability and unlimited growth of the information in the context of virtual community need to be addressed effectively by improving information quality. Therefore, using user-oriented method, this study explores the information users' perceptions of the information quality during information submitted and received in the context of virtual community to put forward the corresponding optimization strategy.
     The structure of the paper is divided into introduction and six parts of main body.
     The introduction section mainly introduces the research background and significance, research status at home and abroad, the research objectives, content, ideas, and methods.
     The first chapter is the theoretical basis of the study. This chapter expounds the concepts of the information quality and virtual community of related research systematically. Based on the Information Communication theory, the characteristics of information communication in the context of virtual community and its impact on the information quality are analyzed.
     The second chapter analyzes information quality framework and dimensions in the context of virtual community. Determine the dimensions of the information quality and research variables on the basis of existing literature.
     The third chapter takes a method of exploratory factor analysis is carried out in order to determine the framework of information quality in the context of virtual community. Questionnaire design and a sample of342are used. A method of principal component factor analysis is used to determine the factor structure of information quality in the context of virtual community.
     The fourth chapter is the construction of an information quality conceptual model in the context of virtual community. On the basis of exploratory factor analysis, combined with literature research and interviews, the hypotheses and conceptual model are developed. Then questionnaire design and a sample of342are used to conducted empirical analysis, including reliability analysis, validity analysis and hypotheses testing.
     The fifth chapter is perceived difference comparison of information quality in the context of virtual community. Smart PLS2.0software is running to get12latent variable score of information quality in the context of virtual community, information content quality, information utility quality, information media quality, authenticity, expression completeness, currency, suitability, integrity, ease of operation, system performance, security. Then perceived differences of information quality in the context of virtual community are compared from six perspectives of gender, age, level of education, occupation, Internet experience, topic preferences, as well as from the perspective of information providers and information consumers.
     The sixth chapter is given some suggestions. The main content and conclusion of the dissertation are concluded. The disadvantages are reflected. The future research is prospected.
     The discussion of the implications for both theory and practice is as follows:
     (i) Information Communication Theory provides a theoretical implication for solving information quality problem in the context of virtual community. The three key elements as information, information effects and media link to virtual community's information contents, the perception of information utility and Website system. With the focus group interviews and exploratory factor analysis, this paper identifies three high-order factors of information content quality, information utility quality and information media quality which corresponds to three key elements of Information Communication Theory.
     (ii) Authenticity and security is the key to the percepection of high-quality information in the context of virtual community. Authenticity is the positive reflection of the information content quality which reflects correct, reliable and authority. Authenticity is the basis to form trust in the context of virtual community. It is found that the information provider paid more attention to the authenticity than information consumer. Security is the positive reflection of the information media quality which reflects the users'personal privacy in the information communication process. It is found that regardless of age, security is given the high degree of attention. Compared with other professions, party and government officials pay more attention to security. People who have a bachelor's degree are generally higher than other academic levels. Perceived difference is more significant when community members providing/searching medical health information than other types of information,
     (iii) Managers, desigers and users of community should take appropriate measures to improve information quality together. Managers and designers should ensure that the community site reasonable, clear navigation, links smooth, timely response, easy to operate, and provide a variety of channels of information exchange and a variety of social media features. The users should constantly improve their information literacy and information recognition capability, and safeguard the information environment consciously.
     This study is supported by National Natural Science Foundation of China (NSFC)[grant number71073118].
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