Research on Factors Influencing the Masses’ Will of Browsing Anti-Epidemic Posters Online under the COVID-19 Epidemic

摘要

As the outbreak of novel coronavirus in 2020 is a public crisis event sweeping across the globe, electronic posters as a kind of information transmission medium featuring outstanding visual effect and easy transmission are playing a significant role in timely issuing information, properly guiding the public opinion and alleviating the mental anxiety of the masses under the epidemic situation. In this paper, in order to optimize the transmission efficiency of electronic posters, special effort is made to screen main factors influencing the masses’ will of browsing electronic posters online under the epidemic situation from three aspects (Platform, Posters and Audiences) based on the literature research. Then, through the questionnaire survey and DEMATEL method, analysis is made on various factors and the relevance between factors. According to the research results, Information Visualization is the most important demand factor, the basic function of platform the core impact factor and the audiences’ anxiety the core impacted factor. Through comparing the result respectively concluded from the DEMATEL and the binary logistic regression analytical method, the research’s conclusions can be supplemented and extended. At last, based on the specific analysis and comparison result, suggestions on optimizing online anti-epidemic popular science posters are proposed to enhance the masses’ will of browsing and improve the transmission efficiency.