Research On Individual Decision-making Behavior In Information Cascades Based On Regulatory Focus

The Internet era has brought vast amounts of information and made it more accessible.However,what the mass of information brings users is that the authenticity of information is more difficult to distinguish,which make the information be more asymmetric.This provides conditions for the generation of the information cascade.The speed of information transmission on the Internet also makes the phenomenon of information cascade come more rapidly and violently,which makes it more difficult for enterprises and governments to control the information cascade.This study takes the individual decision-making behavior in information cascade as the research object,and improves the traditional individual decision-making model based on the related theories of individual decision-making such as regulatory focus theory,bounded rationality,and prospect theory.The study constructs a conceptual model of influencing factors of individual decision-making behavior in information cascade,which is constructed from two aspects: external environment factors(including gain / loss information framework,information accuracy and consistency of previous decisions)and individual factors(including emotion,cognitive style and the traits of regulatory focus).The study uses a combination of offline and online simulation experiments and a combination of experiments and scales to collect individual decision-making data and sample information.It uses correlation analysis,regression analysis,t-test,analysis of variance and so on to analyse data and verify hypothesis.The experimental results show that: firstly,the individual decision willingness in information cascade is significantly affected by the accuracy of information,the consistency of previous decisions and emotion;secondly,emotion plays a part of the mediating role between the accuracy of information and individual decisions;thirdly,the individual traits of regulatory focus play a significant moderating role between the gain /loss information framework and individual making-decision willingness,and between emotion and individual decision willingness.Based on the research conclusions,this paper suggests that companies or governments can adjust the individual's emotion and the individual's regulatory focus traits through the external environment when controlling the development of the information cascade,thereby converting the individual's willingness to the directions which is better for them,and achieving the control of information cascade.