Research On The Influencing Factors Of Users' Risk Perception Under Emotional Online Comments

The dissemination and accumulation of emotional information bring challenges to emergency management.The concept of “People-oriented” governance shows that the study of public psychology and behavior under emergencies is an important direction to improve social stability.The social amplification theory of risk shows that the change of public risk perception is the internal cause of social stability,so it is very important to explore the influencing factors and feedback behavior of public risk perception under emotional online comments.In this paper,scenario analysis method is used to obtain the data from the questionnaire by setting a specific emotional online comments scenario,based on the empirical analysis,this paper constructs the users' risk perception influencing factors model under the emotional online comments.Through the statistical analysis of the six hypotheses sets by this paper,we get some basic conclusions.Involved-in-cognitive,negative emotions positively affect risk perception.The higher the degree of users involvement,the higher the level of negative emotions,and the higher the level of risk perception.Negative emotions mediate the path of risk perception influenced by involved-in-cognitive.The degree of trust has a negative impact on risk perception.The lower the users trust in media and government,the higher the level of risk perception.Risk perception affects public behavior positively.The higher the level of public risk perception is,the more active public behavior is.Based on the above conclusions,this paper puts forward four suggestions on how to deal with public risk perception scientifically:(1)construct the management framework of network negative emotion emergency response;(2)guide the public in two directions;(3)build an all-media information release platform;(4)deepening the reform of digital governance.The innovation of this paper is embodied in two aspects.On the one hand,it breaks the limitation of too macro research background about influencing factors of risk perception in the past,and focuses on the specific situation of emotional online comments.Scenario analysis method is used to set specific scenarios in the questionnaire,so that the sample data can more accurately show the public's psychological perception about risk information.Second,this study has some theoretical contributions,which is shown as enriching the risk perception emotion model by adding “The degree of trust” ——the influence factor of risk perception——to the original model,and expanded the concept scope of “Cognitive evaluation” factor.Moreover,we use the risk of social amplification theory and media-dependent theory to explain how the factors affect risk perception.And combined with the regulatory focus theory,the public with different levels of risk perception are divided into two types: “Prevention orientation” and “Promotion orientation”.The behavioral strategies adopted by the public with different regulatory tendencies are naturally different,this explains the relationship between risk perception and public behavior.