Study On The Influence Factors Of Netizens' Behavior Of Spreading Ideological Public Opinion Information

The ideology-related public opinions,including academic researches,interpretation of social events and recollection of historical events,have an impact on value orientation and behaviors of the public.In the era of digital economy,the influence of ideology-related public opinions based on the Internet has been increasingly prominent.Netizen disseminate and reproduce information through reading,forwarding and commenting,which has affected the security of mainstream ideology in China.This paper focuses on the motive force of disseminating ideology-related public opinions.This study can provide a theoretical foundation for the construction of risk monitoring and early warning system for the evolution and diffusion of ideology-related public opinions,and practical ideas for effective control of and scientific response to the above risks.In this paper,first of all,on the basis of two-way model(Elaboration Likelihood Model),the identity perception containing value identity,information content,emotional resonance,authority of information sources,and the popularity perception including frequently-talked information and comments and novelty.These two paths affect netizens'behaviors to disseminate ideology-related public opinions.Then,through qualitative interviews,the core concepts and paths that affect netizens' dissemination of ideology-related public opinions are summarized according to Grounded Theory.Via the three-step encoding,the discourse texts of the netizens interviewed are determined as two selective indicators,one is identity perception(information content,value orientation,emotion effusion,authority of information source),and the other is popularity perception(frequently-talked information and comments,novelty).The two grounded theories are put forward:firstly,ideology-related public opinions will evoke netizens' strong sense of identity while arousing their emotional resonance and value recognition,thus stimulating the willingness to secondary transmission;secondly,the frequently-talked ideology-related public opinions and comments and their novelty have significant influence on netizens' perception of popularity and induce Herd Behavior after attracting their attention,which will change their existing concepts within a short time and arouse their willingness to secondary transmission.Based on such framework,this paper proposes a theoretical hypothesis,and prepares a questionnaire survey using the variables to be tested.According to the AMOS analysis of 295 valid samples,it is found that the results do not verify the significant impact of authority of information source on identity perception and netizens'dissemination behaviors,while the rest of hypotheses are confirmed.First of all,the impact of information content,value orientation and emotional resonance on netizens' identity perception is much greater than that of authority of information source.Generally speaking,postings that attract wide attention reflect the emotional attitude of netizens.From the perspective of psychological asymmetry,the public prefer to believe that the sources of bad news are more reliable.Therefore,information content,value orientation and emotional resonance have a greater impact on netizens' identity perception.Secondly,in the production and dissemination of ideology-related public opinions,frequent interaction among netizens is crucial,and information with novel packaging is more likely to gain favor.After frequent communication,the topics become increasingly popular among netizens due to self-enhancement and Herd Behavior.Their opinions support each other to reach a consensus gradually in the field of network public opinion.The innovations of this paper are the directions of research(ideology-related public opinions),the research methods(qualitative and quantitative empirical researches)and research findings(the authority of information sources has no significant impact).In terms of policy suggestions,it is proposed to strengthen instructions on values and scientific response to ideology-related public opinions at the state level,and improve the literacy of netizens at the individual level.