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GMO/GMF on Social Media in China: Jagged Landscape of Information Seeking and Sharing Behavior through a Valence View

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Department of Science and Technology Communication and Policy, University of Science and Technology of China, Hefei 230026, China
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Bond Business School, Bond University, Robina, QLD 4226, Australia
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Department of Economic Management, College of information engineering, FuYang Normal University, FuYang 236041, China
4
Lyallpur Business School, Government College University Faisalabad, Faisalabad 38000, Pakistan
*
Authors to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2019, 16(23), 4838; https://doi.org/10.3390/ijerph16234838
Received: 23 October 2019 / Revised: 25 November 2019 / Accepted: 25 November 2019 / Published: 2 December 2019
The study examines the critical factors affecting Chinese social media (SM) users’ intentions and behavior to seek and share information on genetically modified organisms/ genetically modified food (GMO/GMF). The proposed framework was conceptualized through benefit-risk analysis and subsequently mapped SM users’ perceived benefits and risks to seeks and share information using Kurt Lewin’s valence view. Quantitative data was collected using survey questionnaires administered from 583 SM users. The results of the path analysis demonstrated two key findings related to SM users’ perceived benefits and risks to seek and share information on GMO/GMF. Among risks, the psychological risk is the strongest predictor of perceived risk to use SM for GMO/GMF, which consequently determines the intentions and behaviors to share information about GMO/GMF on SM in People’s Republic of China. Among benefits, the results showed that perceived usefulness, creditability of GMO/GMF information, and information support are positively related to perceived benefits to use SM for GMO/GMF, which subsequently, predicts the intentions and behaviors to seek information about GMO/GMF on SM. This study suggests scholars and practitioners explore and utilize the efficient communication strategy to fulfill the potential of the SM to increase GMO/GMF acceptance in Chinese society. View Full-Text
Keywords: social media; genetically-modified food; psychological valence; perceived risk; perceived benefits; China social media; genetically-modified food; psychological valence; perceived risk; perceived benefits; China
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Zhou, R.; Wang, D.; Siddiquei, A.N.; Anwar, M.A.; Hammad, A.; Asmi, F.; Ye, Q.; Nawaz, M.A. GMO/GMF on Social Media in China: Jagged Landscape of Information Seeking and Sharing Behavior through a Valence View. Int. J. Environ. Res. Public Health 2019, 16, 4838.

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