健康与遗传心理学研究室知识库

In recent years, social media has experienced tremendous growth in user base and is said to have an impact on the public discourse and communication in society. It also has facilitated information sharing in social networks. The question of what makes a microblog message to be viral has frequently been addressed, but most of these studies based on the context of tweet. A context analysis of microblog may give hints into who tends to write viral messages, but cannot give insights into what the community is interested in. Therefore, in this thesis, we investigate the content of a tweet. Among different microblog content characteristics, we focused on the emotion of microblog and shed light on how it makes tweet information to be viral. In this thesis, we based on the theoretical background of user mental statement – Involvement. There are two kinds of involvement, one of them is cognitive involvement, which is defined as the perception of self relevance with the message, the other is affective involvement, which is defined as physiological arousal elicited by the message, that is, a state of mobilization. Aims to explore different effect of different types of involvement on the relationship between emotionality of microblog messages and information sharing, we conducted two parts of study with various research methods. Part 1, we collected data from Sina Weibo (a counterpart of Twitter in China). Specificly, in study 1, we investigated the relationship between microblog emotionality and information sharing (number of times the tweet has been retweeted and comment). Further, Study 2 explored the psychological mechanism (affective involvement) of the influence of microblog emotionality on information sharing. Finally, Study 3 further examined the moderation of cognitive involvement between microblog emotionality and information sharing. Besides, we executed experiment survey to deep explore the effect above in Part 2. In study 4, we used within-subject design to investigate the role of cognitive and affective involvement played on the relationship between microblog emotionality and information sharing, respectively. integrating the moderator and mediator into the same framework through Total Effect Moderation Model with bootstrap methods, Study 5 investigated whether the affective involvement mediate the relationship between emotionality and information sharing, and cognitive involvement moderates which stage of the above mediation. There were a total of 2377 pieces of microblog messages and 143 undergraduates in our studies. We drew the following main conclusions: 1. The relationship between microblog emotionality and information sharing The larger the proportion of emotion words in a microblog message text, the more often it was retweeted and comment. 2. The psychological mechanism of the influence of microblog on information sharing The affective involvement (state of arousal) totally mediated the relationship between microblog emotionality and information sharing. Specifically, higher emotionality messages tended to elicit high arousal for users; as a result of this high arousal state, they were more likely to share the message to others. 3. The moderation of cognitive involvement between microblog emotionality and information sharing Cognitive involvement (self-relevance of the message) moderated the relationship between emotionality and information sharing. Specifically, in the situation of high self-relevant, messages with high emotionality were more likely to be shared. In addition, results of total effect moderation model analysis revealed that cognitive involvement moderate the relationship between affective involvement and information sharing. Microblog arousal was more strongly related to information sharing when self-relevance was high.