The Effect Of Interaction Context On Sharing Intention Of Self-deprecating Information

The popularity of mobile internet and global business competition jointly contributed to the blowout of social networking products.Through classification and differentiation,social products provide online user with different communication scenarios and interactive experience.Different social products and online communities differ in tie strength,openness,anonymity degree etc.,and thus provides users with different interactive situation,which means the virtual network environment with certain communication atmosphere provided.Different interactive situations will lead to different online behavior,especially different information sharing behavior.Among all kinds of information shared,such as self-profile,online review,WOM,self-deprecating information and relevant sharing behavior has become a popular social phenomenon.How to understand,explain this unique social phenomenon will contribute to a better understanding of mental activity of online consumers.As an important interpersonal communication form,self-deprecating behavior has become a hot topic of information dissemination.Previous studies focused on social effects of self-deprecating behavior,few consider the antecedents which impact self-deprecating behavior.Based on the crucial role “interaction situation” played in interaction of online communities,this research will focus on self-deprecating behavior in different online community from situational variables.Through review of existing research,we found that the tie strength of two sides and whether the information is publicly shared are two important factors which build up the interactive situation.Therefore,this research focus on the interactive effect of tie strength and private/public context on sharing intention of self-deprecating information.We built theoretical models,proposed multiple hypotheses accordingly,and conducted three experiment to verify the hypotheses.Then we use SPSS20.0 to process and analysis empirical data collected,obtained the following conclusions:(1)Sharing intention of self-deprecating information will be affected by interaction situation,and tie strength has positive effect on sharing intention of self-deprecating information since sharing intention in strong tie is significantly higher than that of weak ties(2)Besides tie strength,private/public context also affect sharing intention of self-deprecating information through moderating the positive effect of tie strength on sharing intention.That is say,when self-deprecating information is publicly shared,the positive effect of tie strength on sharing intention remains;however,the significant difference in sharing intention between strong tie and weak tie disappear when information shared is limited to certain person(private).(3)Besides interaction situation,image-impairment concern,as a stable individual trait,will also moderate the positive effect of tie strength on sharing intention.When image-impairment concern is high,strong social bond between individuals will offset the image-impairment concern on certain extent,therefore sharing intention of self-deprecating information in strong tie is significantly higher than that of weak ties.When image-impairment concern is low,the significant difference in sharing intention between strong tie and weak tie do not exist anymore.