Audience Media Trust in the Online Context

This study aims to investigate how audience media trust is influenced by inductive knowledge and channel belief within the context of online discourse. A theoretical model was developed, incorporating split virtual personality, symbolic sign system, discontinuous expert system, and disembedding time-space separation as independent variables, with audience media trust as the dependent variable, and weak inductive knowledge and weak channel belief as mediators. Data were gathered via a questionnaire survey and analyzed using structural equation modeling. Key findings include: (1) Split virtual personality, symbolic sign system, discontinuous expert system, and disembedding time-space separation negatively impact audience media trust through the mediators of weak inductive knowledge and weak channel belief. (2) The variables' impact on media trust is ranked as follows: split virtual personality, discontinuous expert system, symbolic sign system, and disembedding time-space separation. Weak channel belief has a greater impact on media trust than weak inductive knowledge. (3) Weak inductive knowledge and weak channel belief serve as partial mediators, with the total mediating effect of inductive knowledge surpassing that of weak channel belief. (4) For split virtual personality and discontinuous expert system, weak channel belief mediates more significantly than weak inductive knowledge, whereas for symbolic sign system and disembedding time-space separation, weak inductive knowledge mediates more significantly than weak channel belief. These findings are analyzed and discussed, highlighting the study's value and future research directions.

本研究旨在探究在线话语语境下，归纳式知识与渠道信念如何影响受众的媒体信任。本研究构建了一套理论模型，将分裂式虚拟人格（split virtual personality）、符号符号系统（symbolic sign system）、间断式专家系统（discontinuous expert system）以及脱嵌时空分离（disembedding time-space separation）设为自变量，以受众媒体信任作为因变量，并将弱归纳式知识（weak inductive knowledge）与弱渠道信念（weak channel belief）作为中介变量。研究通过问卷调查法采集数据，并采用结构方程模型（structural equation modeling）开展分析。主要研究结论如下：(1) 分裂式虚拟人格、符号符号系统、间断式专家系统以及脱嵌时空分离，可通过弱归纳式知识与弱渠道信念这两个中介变量，对受众媒体信任产生负向影响；(2) 各自变量对媒体信任的影响强度排序依次为：分裂式虚拟人格、间断式专家系统、符号符号系统、脱嵌时空分离，且弱渠道信念对媒体信任的影响程度大于弱归纳式知识；(3) 弱归纳式知识与弱渠道信念均发挥部分中介作用，其中归纳式知识的总中介效应高于弱渠道信念的总中介效应；(4) 针对分裂式虚拟人格与间断式专家系统，弱渠道信念的中介效应更为显著；而针对符号符号系统与脱嵌时空分离，弱归纳式知识的中介效应更为显著。本研究对上述结论展开了分析与讨论，阐明了本研究的学术价值与未来研究方向。