Being The Same Or Different?

With the development of China's economy and improvement of transportation accessibility as well as the change of people's consumption concept,individual residential mobility turns into a very common phenomenon.In order to live a better life,or just under the pressure of living,individuals always choose to change their residence,such as taking business trip,travel,study,relocation and so on which will change their perceived mobility.The change of residential mobility forces people to move out of the familiar comfort zone and enter a relatively unfamiliar social environment.The formation of new social relationship,social quality,social support and social identity leads to uncertainties in the unfamiliar environment which affects people's perceived identity and other psychological behavior.Previous studies have explored the negative effects of high residential mobility on individual psychological behavior,such as reduce sense of security,anxiety,hostility and even cause high crime rate.With the deepening research of residential mobility,more and more scholars have begun to pay attention to its possibilities of positive aftereffects.Therefore,this paper is based on Identity Threat Theory and Information Sharing Motivation Theory as well as Optimal Distinctiveness Theory.By taking online information sharing behavior as the breakthrough point,this paper focuses on the differences of perceived identity threat and treatments of social relationships which are caused by different dimensions of residential mobility,and this paper regards online information sharing behavior as one of compensation behaviors to seek social bonds and to rebuild sense of identity.By exploring the promoting effect between residential mobility and intention to online information sharing,this paper finds out its psychological mechanism and tries to enrich dimensions in enterprise information transmission of research on residential mobility.Through three studies,the research hypothesis was verified and the results showed that:(1)The level of residential mobility will affect individual's intention on information sharing online: compared to people with low residential mobility,people with high residential mobility have stronger intention on information sharing online.In the meanwhile,the level of residential mobility will affect individual's intention on controversial information sharing online: people with high residential mobility are more willing to share controversial information online than less controversial one;people with low residential mobility have higher willingness to share less controversial information online than controversial one(study 1).(2)Identity threat mediates thedifferent online information sharing intention on different types of controversial information of individuals with different level of residential mobility: on one hand,high identity threat mediates intention of people with high residential mobility on sharing less controversial information online;on the other hand,low identity threat mediates intention of people with low residential mobility on sharing controversial information online(study 2).(3)self-construal moderates the information sharing intention online of different level of residential mobility.Compared to people with dependent self-construal who suffer high residential mobility,people with independent self-construal who suffer high residential mobility are more willing to share controversial information online than less controversial one;and compared to people with independent self-construal who suffer high residential mobility,people with dependent self-construal who suffer high residential mobility have higher willingness to share less controversial information online than controversial one(study 3).This research verifies the mediating and moderating mechanism between residential mobility and information sharing intention online,finds the new variable—residential mobility that can affect information sharing intention online and mediating mechanism "identity threat",provides a new research angle for the study by extending the antecedent variables of previous researches on information sharing intention.And in the meanwhile,it enriches practical application value of individuals to keep self-adjustment under the situation of residential mobility and enterprise marketing management.For instance,people who suffer high residential mobility can enhance communication with social relations under present or previous environments by controlling the content of online information sharing,so as to reduce or avoid the identity threat.Also enterprises can further clarify the influence of self-construal and controversy on the intention on information sharing in order to carry out marketing activities with clear target and suitable application scenarios.