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The Impact of Environmental-themed Chinese Web Novel on Ecological Behavioral Intentions and the Mediating Role of Environmental Awareness Awakening

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As an emerging environmental communication medium, the influence mechanism of environmental-themed web novels on readers' environmental behavior has not been fully studied. Based on the Theory of Planned Behavior and the Theory of Narrative Persuasion, this study constructs a theoretical model of “environmental-themed cyberliterature-environmental awareness awakening-environmental behavioral intention”, and explores the process of environmental-themed cyberliterature's influence on readers' environmental behavioral intention and its mechanism of action. The study adopts a quantitative research method, collecting data through questionnaires (N=350) and analyzing them with structural equation modeling. By measuring the reading volume, environmental awareness awakening (including cognitive level, sense of responsibility, and emotional resonance), and ecological behavioral intention of environmental-themed web novel, the results of this study will enrich the theoretical system of social impact research on web novel, and provide new ideas and inspirations for the practice of environmental communication.
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