科学传播对高校学生关于科研机构认知－态度－行为的影响机制 ——以中国科学院为例

The Effect Path of Science Communication on the Cognition-Attitude-Behavior of University Students towards Scientific ResearchInstitutions: Taking Chinese Academy of Sciences as an Example

中文关键词: 科学传播　认知—态度—行为　传播效果理论　结构方程模型

英文关键词: science communication  cognition-attitude-behavior  the theory of communication effect  structural equation model

中文摘要:

      以DIIS 方法为框架，基于传播效果理论，提出科学传播对高校学生关于科研机构认知（美誉度、联想度、感知质量、信任度）—态度（满意度）—行为（忠诚度）的影响机制理论模型。以中国科学院为例， 通过问卷调查收集数据，建立结构方程模型对理论模型进行验证。结果表明，科学传播通过4 条作用路径对高校学生行为产生正向作用，作用强度从强到弱依次是“科学传播—感知质量—满意度—忠诚度”“科学传播—信任度—满意度—忠诚度”“科学传播—联想度—忠诚度”“科学传播—联想度—满意度—忠诚度”。

英文摘要:

      Based on the DIIS framework and the theory of communication effect, this paper proposed a theoretical model of the effect path of science communication on the cognition (reputation, association, perceived quality, trust)- attitude (satisfaction)- behavior (loyalty) of college students on scientific research institutions. Taking Chinese Academy of Sciences as an example, a questionnaire survey was adopted to collect data and a structural equation model was established to verify the theoretical model. The results showed that science communication has significant positive effects on the behavior of college students through four effect paths. According to their effect, from strong to weak, they are “science communication, perceived quality, satisfaction, loyalty”, “science communication, trust, satisfaction, loyalty”, “science communication, association, loyalty”, “science communication, association, satisfaction, loyalty”.