Research on the Influence Model and Mechanism of Microblog Comments Based on Information Cognition
[Purpose/significance]The proliferation of microblog comments makes it difficult to distinguish the authenticity and value of information.In addition,the diffusion and amplification of subjective opinions in comments aggravate the phenomenon of infor-mation disorder.Therefore,it is particularly critical to deeply identify the causes of the influence of microblog comments.[Method/process]Based on the information cognition theory and the network communication effect model,this paper proposes a"cognition-atti-tude-influence"framework to construct the influence model of microblog comments,and uses the questionnaire survey to collect data,and with the aid of SPSS and AMOS software for data analysis and hypothesis testing.[Result/conclusion]Comment novelty,comment popularity and topic popularity positively affect curiosity;comment similarity,comment novelty,comment popularity,intergroup emotion and flow experience positively affect perceived usefulness;curiosity positively affects flow experience;curiosity and perceived usefulness are positively correlated with the influence of comments.Based on this,this paper puts forward the countermeasures to control the influ-ence of microblog comments,so as to maintain the health and stability of microblog ecosystem.
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