Research on the Promotion Path of Science Popularization Effectiveness of Earthquake Prevention and Disaster Reduction from the Perspective of Multi-Channel Integrated Communication
WANG Yening
Abstract：Based on the Integrated Marketing Communication Theory(IMC),Technology Acceptance Model(TAM)and Cognition-Emotion-Behavior(CAB)theory,this study systematically explored the promotion mechanism of multi-channel integrated communication on the effectiveness of earthquake prevention and disaster reduction sci-ence popularization.By constructing a theoretical model with channel synergy degree,content matching degree and interactive participation degree as the core independent variables,information trust degree as the key intermediary variable,knowledge cognition improvement,risk perception enhancement and disaster prevention behavior inten-tion as the effect dimension,structured questionnaire survey and structural equation model were employed for em-pirical validation.Results indicate that channel synergy significantly improves the audiences'information trust by strengthening the communication network system.Content matching promotes cognitive-emotional transformation with the help of media feature adaptation,while deep interactive participation accelerates the generation of behav-ioral intention.Through the complete intermediary role of information trust,the integrated communication mode forms the core path of"systematic synergy→trust-building→cognitive internalization→behavioral drive",which verifies the chain gain effect of multi-dimensional communication elements on the effect of science popularization.
Keywords：Multi-channel integrationCommunicationEarthquake prevention and disaster reductionScience popularization
Publication Date：2026-02-28
Online Publishing Date：2026-03-03(First online date of this platform, not the publication date of the document)
Pages：8( 165-172 )