Research On User Voice Behavior Based On Social Media Under Sudden Incidents

Based on the development of the Internet and web 2.0 technology,social media has also flourished,and with its low-cost participation,interactive communication,and community characteristics,it promotes the release of expert voice.Users have changed from passive receivers of information to active producers and disseminators of information.The Internet has entered an era characterized by user-generated content.Through convenient social media platforms,users of enterprises' products and services will implement voice behavior based on their own experience and knowledge level,and not only point out the existing or potential problems of enterprises,but also give suggestions and solutions for improvement.In the market-oriented economic environment,the users who implement voice behavior,their words and actions all convey market information,which will bring strategic thinking to enterprises.However,the research on user voice behavior is still in its infancy and the research results are scarce.Therefore,this paper adopts the grounded theory method to conduct exploratory research on user voice behavior.This paper takes the Di Di Hitch incident as the research material,selects the text comments of users on zhihu platform,and uses the grounded theory method to encode and analyze the original data.Based on the coding analysis of the collected data,this paper obtains 123 primary concepts,18 sub-categories,8 main categories and 1 core category.By analyzing the relationship between the core categories and the main categories,this paper constructs the formation mechanism model of user's voice behavior under the sudden incident,and obtains the dimensions of user's voice behavior.The results show that the forming process of voice behavior under sudden incidents follows the following logic: after the occurrence of an incident,the individual characteristics of the user will affect the cognition of the event;under the adjustment of the perception of corporate social responsibility,the user will have different emotional reactions,which will directly affect the voice behavior and the use tendency.At the same time,emotion will affect the formation of emotional attitude,so as to influence users' voice behavior and use tendency.In addition,user voice behavior includes two dimensions: promotive voice behavior and prohibitive voice behavior.Finally,this paper also analyzes the factors that may affect the user's voice behavior from the aspects of personality traits and psychological security,and puts forward relevant suggestions based on the research results.