Motivation to participate in secondary science communication

Zhichen Hu; Baolong Ma; Rubing Bai

doi:10.3389/fpsyg.2022.961846

Motivation to participate in secondary science communication

Front Psychol. 2022 Sep 8:13:961846. doi: 10.3389/fpsyg.2022.961846. eCollection 2022.

Authors

Zhichen Hu¹, Baolong Ma¹, Rubing Bai¹

Affiliation

¹ School of Management and Economics, Beijing Institute of Technology, Beijing, China.

Abstract

The rise of social media provides convenient mechanisms for audiences to participate in secondary science communication (SSC). The present study employs the theory of consumption values and theory of planned behavior to predict audiences' SSC intentions. The results indicate that emotional value, social value, altruistic value, attitude, internal perceived behavioral control and subjective norm are significant predictors of audiences' intentions to share or to repost science content on their social media. These results suggest that the theory of consumption values, together with the theory of planned behavior, is a useful framework for understanding SSC behaviors.

Keywords: audience dissemination/participation; secondary science communication; social media; theory of consumption values; theory of planned behavior.