Department of Communication, Stanford University, Stanford, California.
Department of Management and Organization, Business School, National University of Singapore, Singapore, Singapore.
Cyberpsychol Behav Soc Netw. 2019 Nov;22(11):677-683. doi: 10.1089/cyber.2019.0119.
Reducing the rate of college binge drinking is a major public health goal. Social media sites such as Facebook serve as platforms for young adults' online communication, so they could potentially extend the reach of health campaign messages via retransmission. Thus, it is important to identify the factors that predict intentions to share health-related messages on social media. Drawing on the Spiral of Silence framework, the current research examined the effects of opinion climate, message efficacy, and publicness of social media on message retransmission intentions for anti-binge drinking "how-to" messages-messages that include advice and recommendations that target beliefs about efficacy. A 2 × 2 × 2 (efficacy: high vs. low × opinion climate: support vs. oppose × channel: public vs. private) between-subjects experiment was conducted. Data from 245 participants on Amazon Mechanical Turk demonstrated that people were more willing to share when they had an anti- rather than a pro-binge drinking opinion climate, when the messages were more useful, and when they were asked to share via private messaging rather than via public status updates. Theoretical and practical implications for the psychological mechanisms underlying message retransmission on social media are discussed.
降低大学生豪饮率是一项重大的公共卫生目标。社交媒体网站如 Facebook 是年轻人在线交流的平台，因此它们可以通过再传播来扩大健康宣传信息的覆盖范围。因此，确定预测在社交媒体上分享健康相关信息的意图的因素非常重要。本研究以沉默螺旋框架为基础，考察了意见气候、信息效力和社交媒体公开性对反豪饮“方法”信息再传播意图的影响——这些信息包括针对效能信念的建议和推荐。进行了一项 2×2×2（效力：高与低×意见气候：支持与反对×渠道：公开与私人）的被试间实验。来自亚马逊土耳其机器人的 245 名参与者的数据表明，当人们对豪饮的意见持反对而非支持态度时，当信息更有用时，当他们被要求通过私人信息而不是公共状态更新来分享时，他们更愿意分享。讨论了社交媒体信息再传播背后的心理机制的理论和实践意义。
