An Analysis Of Motivation Of User Health Information Sharing Behavior In Social Media

With the first peak of COVID-19 infection in China at the end of 2022 and the beginning of 2023,many online users have used We-Chat,a social media,to share health information related to COVID-19,among which "sunbathing " is the most active media behavior in the We-Chat moment.In order to explore the motivation behind we-chat users’ "sunbathing",this study adopts participant observation method,interview method and content analysis method,takes use and satisfaction theory and connection theory as the theoretical basis,and combines psychological and behavioral factors to summarize and analyze.The research believes that there are multiple motivations for users to "sunbathing" on We-chat moments,which are summarized into four dimensions for analysis: emotional needs and pressure relief needs,social integration needs,personal integration needs,and information integration needs.Under the background of Web2.0 era,users,as gatekeepers of health information,gather the wisdom of forming a group in the moments of friends by Posting,commenting and other fragmented ways,and learn from each other what they think is valuable information.Users with experience or relevant expertise are more likely to get the right to speak in the moments.However,the main motivation for users to "sunbathing" is not only information integration,but also a series of emotional sharing and social interaction based on mutual connectivity.The sense of connection exists in the user as a hidden identity.In order to reduce their own uncertainty,individuals coexist with the group in the virtual field of the We Chat moment and accompany each other in the way of mutual perception to eliminate the sense of difference and loneliness.At the same time,the We-chat moment provides a balanced basis for the connection and isolation of users.Under the exclusion of social factors such as relationship communication and image decoration,both "post owner" and friends can obtain equal rights of connection and isolation.Emotional dimension is the most prominent part of this motivation investigation.Sharing emotional pressure with friends is the easiest way to get emotional support and tangible help from strong relationship connection,so as to meet the physiological and psychological needs of users.At the same time,satisfying users’ sense of mutual entertainment and game competition experience can also transfer users’ negative pressure to a certain extent.In addition,in order to maintain interpersonal communication in real life,users have different aspects of self-presentation and identity expression.When communicating with friends,they will show different sharing styles and interactions due to human feelings,face,relationship strength and other reasons.