The Research On The Rediffusion Intention Of The Enterprise Network Public Opinion

With the popularity of the Internet，even a small event would have a largeinfluence when it is on the internet, which would cause enterprise network publicopinion crisis. The current researches on the enterprise network public opinionare mainly about the early warning methods of crisis. On factor of enterprisenetwork public opinion propagation, most existing works are qualitative research,but lack of quantitative research. Therefore, it is of great significance in studyingthe model of rediffusion intention of enterprise network public opinion.The research constructed a model of the rediffusion intention of enterprisenetwork public opinion, in the review of the theory of persuasive communicationand TPB. The model includes five dimensions: the features of event, awarenessof behavior, individual motivations, participation intensity and rediffusionintention of enterprise network public opinion, and the study is mainly about theimpact and mechanism of the features of event and the characteristics of netizenson rediffusion intention of enterprise network public opinion. The questionnaireis based on the mature scale and has been modified by the result of thepre-research, eventually received203effective questionnaires by survey. Theresearch uses the SPSS17.0software to validate the model assumptions bystatistical methods.According to the results, the research indicates these conclusions. Thefeatures of event, awareness of behavior, individual motivations have notablepositive effects on the rediffusion intention of enterprise network public opinion.Participation intensity can partly regulate the relationship between individualmotivations and the rediffusion intention of enterprise network public opinion.Meanwhile, participation intensity can regulate the relationship betweencatharsis motivations, rights motivations and the rediffusion intention, but can’tregulate the relationship between moral motivations, self-improvementmotivations and the rediffusion intention. Then according to the theory, the studyexplained the relationship among those factors from the model of the rediffusionintention of enterprise network public opinion. Finally, the study constructed thecoping mechanisms of enterprise network public opinion crisis on the basis of the results and gave enterprise some suggestions about coping measures from thefeatures of event and the characteristics of netizens.