【目的/意義】在網絡輿情傳播的過程中,網民、媒體、政府等主體扮演了相當重要的角色。【方法/過程】本文將輿情信息質量看作二階反映式變量,在此基礎上構建了受眾的輿情傳播行為影響因素雙路徑模型,利用PLS結構方程建模對問卷調查數據進行了分析,研究了作為中樞路徑的輿情信息質量及作為邊緣路徑的媒體干預和政府引導如何影響受眾的態度,以及受眾的態度如何進一步影響受眾的輿情傳播行為,并結合輿情傳播過程中主要影響因素的研究結果,分析了社交網絡上網絡輿情的傳播機制。【結果/結論】研究結果表明,媒體干預加速網絡輿情的擴散,政府引導則能起到平息輿情或引導輿情良性發展的作用。

【Purpose/significance】Internet users, the media, the government and other subjects play a very important role in the process of public opinion dissemination.【Method/process】This paper supposes the public opinion information quality as the two order reflection type variable, and builds the dual-pathway model of the factors of influencing public opinion dis-semination behavior of the audience. Meanwhile it analyzes the questionnaire data with the PLS equation to study how thequality of the public opinion which is regarded as the central route and the media and governments which is regarded as peripheral route affect the attitude of the audience. Besides,it also studies how the attitude makes further effect on the expansion of the public opinion and combines the research about the key factors of the public opinion dissemination to analyzethe mechanism of it.【Result/conclusion】Based on this research, the media intervention speeds up the spread of the public opinion, and the government can appease the public opinion and lead it to a better way.