Research On Motivation And Behavior Of Social Media Users Participating In Public Crisis Communication

China’s society is in a period of social transformation,and social contradiction,various conflicts,and crisis events are emerging one after another.The public actively participates in public crisis events through social media and becomes their main body of participation.The participation of the public makes the situation and process of public crisis communication more complicated,increasing the degree of difficulty for crisis subjects to respond to crisis.The public’s participation behavior is influenced by the motivation of individuals and society.The motivation for participation expresses the needs and expectations in the process of crisis communication.Fully consider why the public participates in crisis communication,the main subjects of the crisis can timely predict the development trend of the crisis and formulate an effective response strategy according to the needs and expectations of the public.Based on the interview results,this academic research combines the Use and Satisfaction Theory and Motivation Theory,and refers to the relevant research of Internet users ’participation,a model of social media users’ motivations and behaviors for crisis communication is established.It mainly considers the influencing factors of social media users’ personal intrinsic motivation and social external motivation.Through a comprehensive analysis of theoretical research and questionnaire data,it is concluded that the social media user’s participation in public crisis communication behavior is specifically manifested as onlooker participation,communicative participation and conversational participation.Participants’ internal motivations include information motivation and emotional motivation.Both have significant positive effects on onlooker participation and communicative participation,while information motivation has no significant impact on conversational participation,and emotional motivation has a positive impact on conversational participation;At the external social motivation level,both public motivation and social promotion motivation have significant positive impacts on communicative participation and conversational participation,while onlooker participation is only positively affected by public motivation and not affected by social promotion motivation.By analysing social media users’ motivation for participation,it discovers the needs and expectations of users in participating in the public crisis communication process.Information motivation has stimulated social media users’ needs for crisis-related information acquisition and dissemination;emotional motivation has prompted social media users to participate in crisis communications to gain emotional unblocking;public motivation has expanded information dissemination to safeguard public interest;social promotion motivation has enhanced social media users’ opinion expression will.Based on the above research conclusions,in order to enable crisis subjects to meet the needs of the public in a targeted manner and thereby reduce the harm of crisis events,three suggestions are proposed:(1)Race against time,publishing information reasonably at the right time in order to gain initiative and meet the information needs of the public;(2)Smooth emotions,repairing the images actively and effectively to dredge the public’s emotions and protect public interests;(3)Optimize management,establishing a long-term effect mechanism in accordance with the actual situation,to pay attention to public opinions in a timely manner and guide public opinion effectively.