走向细致公共分割的整体方法:社会警戒主义与问题解决的情境理论

IF 4.4 2区 文学 Q1 COMMUNICATION
Soojin Roh, Hyunkyung Oh
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引用次数: 2

摘要

摘要:本研究探讨了社会警戒主义(SV)——一个人相信他/她的意见优势的程度和向他人说教的倾向——与来自stop模型的情境变量之间的动态相互作用。我们探讨了这两者(分别或共同)如何影响公众积极的解决问题的沟通行动(积极的CAPS),以及环境企业社会责任(CSR)活动的参与意愿。结构方程模型的结果表明,问题认知和涉入认知促使人们就给定问题进行交流,而约束认知则降低了人们就给定问题进行交流的动机。SV是人们就特定问题积极沟通的强大推动力;此外,作为调节因子,SV放大了涉入认知对情境动机和参照标准对主动交际投入的正向作用。然而,SV是环境企业社会责任活动参与意愿的负向预测因子。这项研究通过采用综合方法扩展了我们对公众细分的理解,并进一步了解了我们在活跃公众中描绘更细微的子群体的知识。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Toward a Holistic Approach for Nuanced Public Segmentation: Social Vigilantism and the Situational Theory of Problem Solving (STOPS)
ABSTRACT This study investigated a dynamic interplay between social vigilantism (SV) – the extent to which one believes in his/her opinion superiority and the tendency to preach to others – and situational variables from the STOPS model. We explored how the two, separately and together, impacted publics’ active communicative action for problem-solving (active CAPS), as well as participation intent for an environmental corporate social responsibility (CSR) campaign. Structural equation modeling results demonstrated that problem and involvement recognitions motivated people to communicate about the given issue, while constraint recognition decreased the motivation. SV was a strong driving force for people to actively communicate about a given issue; additionally, as a moderator, SV amplified the positive effect of involvement recognition on situational motivation and that of referent criterion on active communicative engagement. SV, however, was a negative predictor of participation intent in the environmental CSR campaign. This study extends our understanding of segmentation of publics by taking a synthetic approach and furthers our knowledge in delineating more-nuanced subgroups in active publics.
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来源期刊
CiteScore
5.60
自引率
11.80%
发文量
20
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