Journal of Social Studies (JSS)
Vol 19, No 2 (2023): Journal of Social Studies (JSS)

The key factors impacting on ccience communication effects in the WeChat official accounts: A theoretical framework of risk-benefit perceptions

Panqiang Niu (Shanghai University)
Anang Masduki (Universitas Ahmad Dahlan)
Caixie Tu (Shanghai University)
Maria Efiyana (Shanghai University)
Liu Jian (Children'
s Science and Education Channel, Hebei Radio and Television Station)

Article Info

Publish Date
13 Oct 2023

Abstract

By adopting the theoretical framework of Risk-Benefit perceptions, this study takes the popularization of Artificial Intelligence (AI) knowledge as an empirical object to test the key factors impacting on science communication effects in the WeChat official accounts. Results showed that science communication uncertainty produced both direct and indirect effects on science communication effects. The indirect effect was mainly mediated by perceived risk. Public trust negatively moderated the association between perceived uncertainty and perceived risk at a low trust level. Perceived entertainment had a positive effect on science communication effects in the benefit-perception perspective.

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Journal of Social Studies (JSS)
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Universitas Negeri Yogyakarta

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