Research On The Influencing Factors Of Network Cluster Behavior Under The Mediating Effect Of Emotional Infection

In recent years,with the rapid development of network society,network cluster behavior has become the typical cluster behavior in the current situation.The Internet,with its huge scale of users and its own characteristics of relative anonymity,openness and interactivity,makes the formation and transmission mode of network cluster behavior change dramatically.In the virtual space of the network,emotion is always the dominant tone,and the fluctuation and change of one's emotion can easily affect others,and the emotion is unconsciously infected,which often leads to the barrier of Internet users in the cognition of online information,thus aggravating the formation of network cluster behavior.Therefore,it is of great theoretical and practical significance to study the influencing factors of network cluster behavior and explore how emotional contagion plays a mediating role.Firstly,on the basis of relevant theories,the four influencing factors of network cluster behavior are determined,which are individual factor,group factor,event factor and emotional factor.Individual factors include deindividuation and interpersonal trust,group factors include group identification and group effectiveness,event factors include event stimulus and event publicity,emotional factors are measured by emotional infection,and execution intention is selected as the explained variable.Based on the relationship between the variables,this paper proposes relevant hypotheses and constructs a network cluster behavior influencing factor model under the mediation of emotional contagion.Secondly,data were collected through questionnaires,SPSS and AMOS were used to process the data,the structural equation model was established,and the mediating effect of emotional infection was tested.The results showed that:(1)deindividuation,interpersonal trust,group identification,group effectiveness,event stimulation,event publicity,and emotional infection had significant effects on executive intention.(2)There are some mediating effects of emotional contagion on the influence paths of deindividuation,interpersonal trust,group identification and group effectiveness on executive intention.There is a complete mediating effect in the influe nce path of event commonality on execution intention.Finally,according to the results of empirical analysis,relevant intervention strategies are proposed from the three levels of government,media and Internet users,so as to provide some reference for the construction of a harmonious and stable network society.