Research On Heterogeneous Netizens' Sharing Behavior And Guidance In The Context Of Emerging Infectious Disease Events

Emerging Infectious Disease(EID),as a key and focus event in the field of global public health research,poses a serious threat to the public's health.Once it happens,it will arouse the public's strong desire to share information and follow the progress of the event,and it is very easy to trigger major public opinion events.Therefore,literature on netizens' sharing behavior in social media platforms and the public's reaction guidance strategy has begun to receive academic attention.However,there is still a lack of research on the effects of the netizens'sharing behavior in the context of EID events from the perspective of the netizens'heterogeneity and the dynamic evolving of the public's reaction.And research on personalized guidance strategy of the public's reaction is relatively rare.Understanding the mechanism of the dynamic effects of the heterogeneous netizens' sharing behavior can help the government to formulate the precise guidance strategy of the public's reaction,maintain social stability,and promote social harmonious development.As can be seen,the research on heterogeneous netizens' sharing behavior and guidance strategy in the EID context has important theoretical and practical contributions.Regarding legacy data in the social media platform,this research uses a data mining method to identify the netizens' heterogeneity and an exploratory analysis method to study the dynamic effects of the heterogeneous netizens' sharing behavior.In the light of Multi-Agent modeling,this study constructs a computational experiment model of the heterogeneous netizens'sharing behavior based on the summarized dynamic effects.And further,puts forward the precise guidance strategy for the heterogeneous netizens.The whole study is divided into five sub-studies,and the research content and conclusions are as follows:(1)Mining method of the netizens'heterogeneity of the public's reaction to EID events.According to the expressive vocabulary characteristics of the netizens in the social media platform,we extract multi-dimensional characteristics that describe the personality traits of the netizens.The random forest algorithm is used to construct the netizens'heterogeneity recognition model of the public's reaction to EID events.The analysis results illustrate that the identification model in this paper can provide a basis for the following research.(2)Dynamic effects of risk perceptions on the heterogeneous netizens'sharing behavior in the EID events context.This study puts forward variables' computation method of risk perceptions,sharing behavior,et al.based on the netizens'risk perception characteristics and risk dynamic perception process.Dynamic effects analysis model of risk perceptions on the heterogeneous netizens' sharing behavior is constructed based on Vector Autoregression(VAR).From the perspective of heterogeneous netizens' dynamic perception process,this study analyzes the dynamic effects of the heterogeneous netizens' sharing behavior based on a dataset of the public's reaction to EID events.The following conclusions are reached in this study:in different crisis stages,dread risk perceptions have a higher magnitude effect on high neuroticism's sharing behavior than other netizens.Dread risk perceptions have a more significant and negative short-term effect on sharing behavior of those high in extraversion.Unknown risk perception has a more persistent and positive effect on sharing behavior of those high in agreeableness.(3)Dynamic effects of emotions on the heterogeneous netizens' sharing behavior in the EID events context.This study puts forward the emotion computation method based on the netizens' emotional characteristics,emotion dynamic feedback process.Further builds a dynamic analysis model of emotions on the heterogeneous netizens' sharing behavior based on VAR.Make use of data of the public's reaction to EID events,this study analyzes how the heterogeneous netizens' sharing behavior is reacted to emotions in the different crisis stages of the public's reaction.Some conclusions are obtained as follows:in different crisis stages,fear and happiness have short-term effects on those high in neuroticism and extraversion,both shortterm and long-term effects on high openness and agreeableness,and long-term effects on those high in consciousness.(4)Dynamic effects of interpersonal influence on the heterogeneous netizens' sharing behavior in the EID events context.On the basis of the netizens' characteristics of interpersonal influence and the dynamic evolving process of interpersonal influence,variables computation method of interpersonal influence is proposed.Further,construct the dynamic effects analysis model of interpersonal influence on the netizens' sharing behavior.Using data of the public's reaction to EID events to analyze the dynamic effects.The main conclusions of the study are as follows:In different crisis stages,interpersonal influence has different magnitudes of effect on sharing behavior who are high in extraversion,agreeableness,consciousness.However,interpersonal influence has no significant effect on those netizens who are high in neuroticism and openness.(5)Guidance strategy of the heterogeneous netizens in the EID events context.Based on the Multi-Agent modeling and the summarized dynamic effects,this study designs the netizens'interaction process of the Deffuant model.Further,constructs and verifies the computational experiment model of the heterogeneous netizens' sharing behavior.Analysis of computational experiment models based on the netizens' risk perceptions,emotions,and interpersonal influence can provide the precise guidance strategy for the heterogeneous netizens.Specifically include,in the buildup stage,when high neuroticism or agreeableness are dominant,the government needs to adopt the medium and strong guidance strategy respectively based on the netizens' risk perceptions,which helps the netizens to reduce the psychological gap caused by the public reaction to EID events from the buildup stage to breakout stage.Starting from the breakout stage,the government needs to adopt a different guidance strategy according to the high neuroticism,extraversion,and agreeableness netizens' sensitivity.More positive messages with emotions are necessary to alleviate the public's fear.From the abatement stage,the government should adopt different levels of guidance strategy based on the characteristics of netizens who are high in extraversion,agreeableness,and consciousness,actively lead the guidance of the public's reaction,establish a good image of the government,and create clear cyberspace.In summary,this study has analyzed the dynamic effects of the heterogeneous netizens'sharing behavior and puts forward guidance strategy from the perspective of the dynamic characteristics of the public's reaction and the netizen's heterogeneity to EID events.This study can enrich the theoretical research on sharing behavior in the EID context,and expand the research on the Slovic risk perception framework,self-perception theory,emotional feedback theory,as well as the research of social attributes in the context of EID events.Further,this study has made up for the limitation of current guidance literature lack of consideration of heterogeneity and enriches the precise guidance research of the public's reaction to EID events.The practical implications include:The dynamic effects found in the research can help the government understand and master the internal mechanism of the heterogeneous netizens'sharing behavior difference and development trend of the public's reaction to EID events.The proposed guidance suggestion can help the government formulate the precise guidance strategy aiming at the heterogeneous netizens in the different crisis stages of the public's reaction to EID events.