Empirical Study Of Internet Opinion Leaders’ Mobilization Style’s Influence On Online Collective Behavior Intention Inagriculture Product Harm Crisis

In recent years, agriculture product harm crises(PHC) frequently happened and Internet development accelerate the spread of PHC news and its discussion. Online and off-line collective behavior to against such PHC occurs from time to time. And we find that someone participating in the collective behavior is for the sake of the collective behavior while someone is for several practical aims and this phenomenon is especially common in the internet circumstance. Previous research comes up with two main attribution paths for collective behavior; one is emotional path(anger) and the other is the instrumental reason path(benefit deprivation). And in the internet background, the opinion leaders’ mobilization influences a lot towards these two paths. Therefore, this dissertation studies how internet opinion leader’s mobilization influences the neticizens’ cyber collective behavior through anger and benefit deprivation under the background of agriculture PHC. Internet opinion leader’s mobilization is classified into emotional mobilization and rational mobilization; cyber collective behavior is classified into aim-oriented internet collective behavior and behavior-oriented internet collective behavior. The regulating effect of the similarity between opinion leader and neticizens and the collective efficacy is also discussed in this research.The results are as follows. During agriculture PHC, internet opinion leader’s emotional mobilization is more likely to cause neticizens’ anger; neticizens’ anger is more likely to cause behavior-oriented internet collective behavior; internet opinion leader’s rational mobilization is more likely to cause neticizens’ benefit deprivation; neticizens’ benefit deprivation is more likely to cause aim-oriented internet collective behavior; neticizens’ group efficacy positive regulates the relationship of anger and behavior-oriented internet collective behavior and the relationship of benefit deprivation and aim-oriented internet collective behavior.This study has a certain theoretical and practical significance. The relationship between internet opinion leader’s mobilization and neticizens’ cyber collective behavior is described, which is significant for agriculture companies to do the right crisis intervention and countermeasures to avoid the internet collective behavior and survive during PHC.