刘丽群 吴柯达 李轲

[摘 要] 数据新闻是日常生活中受众最广的信息可视化技术应用形式之一，区别于传统任务导向的信息可视化应用，受众信息接收更易受到主观意愿的影响，进而发生信息回避行为。为探索数据新闻可视化信息回避行为的影响因素及机制，采用混合研究方法。质化研究部分对结果进行编码得到影响因素;量化研究部分以质化研究结果为基础制订量表，通过因子分析和阶层回归进行统计分析。质化研究部分得到7个影响因素，最终“信息超载”“图表轻视”“内容陌生感”3个因素在量化研究部分被证明是显著影响可视化信息回避的因素。说明回避行为主要受到预期认知资源消耗的影响，且这一过程中内外因素是共同作用的。

[关键词] 信息回避 数据新闻 可视化信息 信息超载

[中图分类号] G237[文献标识码] A[文章编号] 1009-5853 （2021） 03-0102-13

[Abstract] Data news using information visualization technology is prevalent in everyday life. Different from that in traditional task-oriented information visualization applications， the audiences information reception tends to be influenced by subjective intention， which causes information avoidance behavior. The aim of this study is to explore the predictors and mechanisms of the avoidance behavior of data news visualization information. In this study， mixed research methods were adopted. In the qualitative research part， semi-structured interviews were conducted on 15 interviewees， and influencing factors were obtained through encoding. In the quantitative part， a scale was developed based on the results of qualitative research. Two questionnaires were distributed to obtain the data of 184 and 436 respondents respectively， and statistical analysis was conducted by factor analysis and hierarchical regression. Seven influencing factors were found in the qualitative research part， and three of them i.e. “information overload”， “diagram contempt” and “content unfamiliar degree”， were proved to be the factors that significantly affected the avoidance of visual information in the quantitative research part. The results showed that the avoidance behavior was mainly affected by the expected cognitive resource consumption， and internal and external factors worked together in the process.

[Key words] Information avoidance Data news Visualized information Information overload

信息可视化是利用可视化方式表达抽象信息以便于人们理解与记忆的一种技术手段 [1][2][3]。2019年、2020年、2021年网络可视化市场规模分别为240亿元、322亿元、410亿元，2019—2021年年复合增长率为26.99%[4]，市场发展迅速。随着以手机为代表的个人智能终端普及，信息可视化技术应用从政府决策、市场报告等专业化领域向公众服务、大众传播等日常生活相关领域不断拓展[5][6]。与专业化領域中任务导向的情况不同，人们在日常生活相关领域中对信息可视化技术应用的接受程度由于受到主观意愿的影响而存在相当强的自主选择性。任务导向背景下以注意和认知为基础、效率为目标的理论不能直接用于日常生活情境。……