| Internet-mediated group communication is an increasingly important part of information dissemination and interactive communication among the ordinary people.As an important platform for Internet-mediated group communication,kinds of online community become important spaces for netizens’ digital life,and important channels for public health emergency communication.On the one hand,online community provides a convenient platform for users’ participation in public health emergency,which contributes to the positive strength of online community users’ prevention and responding to public health emergency.One the other hand,online community become the breeding grounds for false news and Internet rumors of public health emergency,which mislead user’ perception of public health emergency,and possibly lead to some irrational behavior.Therefore,the public health emergency communication phenomenon and activity based on online community has attracted extensive attention from all circles of society.However,researchers mainly focus on government and media’s activity of public health emergency based on top-down perspective,and there is scarce research on online community users’ participation activity.Only if the influencing factors and mechanism of online community users’ participation behavior of public health emergency are deeply explored,the effective guidance of online community users’ orderly participation behavior of public health emergency can be found accurately,thereby enhancing public health emergency communicating effect.Therefore,it is of very important significance on theory and reality to explore the influencing factors and mechanism of users’ participation behavior of public health emergency in Interne-mediated group communication,This study’s technical route is from raising questions to theoretical research and empirical research taking users’ participation behavior of public health emergency in Internet-mediated group communication as the research object.Based on reference group theory,codependency theory,self-determination theory and theory of planned behavior,this study explores the influencing factors and mechanism of online community users’ participation behavior of public health emergency.Combined with quantitative and qualitative research methods,this study empirically explores influencing factors and mechanism of users’ participation behavior of public health emergency based on a total of 1,249 valid questionnaires,and makes further study on users’ participation behavior of public health emergency based three focus groups of interviewing.The whole study is divided into three sub-studies,and the research content and conclusions are as follows:The first study establishes a model of the effect of online community codependence on users’ participation motivation and behavior of public health emergency,and mainly explores the relationship among online community codependence,participation motivation and behavior of public health emergency.Main conclusions of the study are as follows:(1)While psychological safety,identifiable anonymity,group norm,and community engagement facilitate online community users’ participation behavior of public health emergency,public self-awareness only facilitate online community users’ active participation behavior of public health emergency.(2)While psychological safety,public self-awareness,group norm,and community engagement strengthen online community users’ participation motivation of public health emergency,identifiable anonymity only strengthen online community users’ controlled participation motivation of public health emergency.(3)Both autonomous and controlled motivation have significant impact on online community users’ expressive and active participation behavior of public health emergency.(4)Both autonomous and controlled motivation mediate the relationship between psychological safety,public self-awareness,group norm,community engagement and online community users’ participation behavior of public health emergency.While controlled motivation mediates the relationship between identifiable anonymity and online community users’ participation behavior of public health emergency,and autonomous motivation only mediates the relationship between identifiable anonymity and online community users’ expressive participation behavior of public health emergency.The second study builds a model of relationship between online community users’ participation motivation and behavior of public health emergency,and mainly explores the impact path of autonomous and controlled motivation on online community users’ participation behavior of public health emergency.Some conclusions are obtained as follows:(1)Autonomous motivation,controlled motivation,and self-efficacy and participation intention,significantly impact online community users’ both expressive and active participation behavior of public health emergency.Autonomous motivation,controlled motivation,participation attitude and self-efficacy,significantly impact online community users’ participation intention of public health emergency.Both autonomous and controlled motivation have significant positive effect on online community users’ participation attitude and intention of public health emergency.(2)Participation attitude,self-efficacy,and participation intention have multiple mediating effect between online community users’ participation motivation and behavior of public health emergency.(3)While personality trait positively moderates the relationship between online community users’ participation motivation and intention of public health emergency,optimistic bias negatively moderates the relationship between online community users’ controlled participation motivation and intention of public health emergency.The third study probes into online community users’ participation behavior of public health emergency based on three focus groups of interviewing.The following conclusions were reached in this study:(1)Psychological safety,public self-awareness,group norm and community engagement do promote online community users’ participation behavior of public health emergency.However,there are some differences in the relationship between identifiable anonymity and online community users’ active participation behavior of public health emergency.(2)Self-interest and altruism are two psychological orientations,which are found in online community users’ participation behavior of public health emergency.(3)The emotional and the rational are intertwined in online community users’ participation behavior of public health emergency.(4)Online community users positively evaluate the outcomes of their participation behavior of public health emergency,and also know the potential risks resulted from their participation behavior of public health emergency.The innovative points of this study are that the study has dealt with influencing factors and mechanism of online community users’ participation behavior of public health emergency from the view of social psychology.This study emphatically analyzes the effect of online community codependence on users’ participation behavior of public emergency,and the relationship between online community users’ participation motivation and behavior of public emergency,thereby empirically testing online group reference effect in the field of public health emergency participation.The theory contribution lay in enriches and develops the research of online reverence group effect,public health emergency communication,self-determination theory and the theory of planned behavior.Based on the perspective of practice,this study discusses the implication on guidance of public health emergency communication,and points out the limitations and expectations for the future research. |
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