The Influence Of The Type Of Information Emotion On Users' Sharing Willingness

With the rapid development of Internet,various types of information show an explosive growth trend,social media has become an indispensable and important element in people's online life.Weibo has become an important medium for information dissemination because of its low circle-layer and low privacy nature.At the same time,some information with obvious emotional colors has also begun to spread widely on Weibo.Among them,some information with negative emotions has brought a series of social problems.How to control the spread of emotional information on weibo,creating a clear cyberspace,already become a key issue of concern among political and academic circles.Domestic and foreign scholars have conducted a series of studies on how information emotion affects users' willingness to share,but more attention is focused on emotional information vs.non-emotional information.On one hand,research on the type of information emotions(positive emotion vs.negative emotion)is very rarely,on the other hand,the discussion of internal mechanisms is not deep enough.Some scholars in the field of word-of-mouth sharing,knowledge sharing and other areas found that compared to negative emotion information,positive emotion information is more easily shared by users.Whether this conclusion will also appear in the hot microblogging events in the field of communication? And what is the internal mechanism of this phenomenon? Therefore,this study takes the information emotion type as the research object,taking the hot event of Weibo as an example,to deeply discuss the influence of information emotion type on the users' willingness to share.From the perspectives of emotional theory,information processing theory,and motivation theory,this study establishes a theoretical model of the influence of information sentiment types on users' willingness to share,and makes full use of machine learning,experimental research,and statistical analysis to construct research model with "big data + experiments".The research model verified the theoretical model and found that:(1)In the hot events of Weibo,the type of information emotion has a significant influence on users' willingness to share,comparing to information with negative emotions,the user's willingness to share is higher when they face to information with positive emotions;(2)Interest mediates the impact of information types on users' willingness to share,comparing to information with negative emotions,users will generate more interest when face to information with positive emotions,which leads to higher users' willingness to share;(3)Information acquisition methods moderate the process of information emotion type's influence on users' willingness to share,it has a significant moderating effect on the mediating effect of interest on the type of information emotion and the user's willingness to share.Comparing to the passive acquisition method,under the active acquisition passive acquisition method,interest has a stronger mediate effect between information emotion types and users' willingness to share.Finally,the article discussed the theoretical and practical value of this research findings and summarized the deficiencies.