Purpose

This paper aims to theorize and examine how central cognition elaboration cue and peripheral cognition elaboration cue influence users’ health information sharing intention in Strong ties social media (STSM) in emerging markets.

Design/methodology/approach

This paper innovatively proposes two concepts of health information emotion and health information sharing value based on the in-depth observation of users’ social health behavior. We integrate Elaboration Likelihood Model, Media Richness Theory, Trust Theory and Regulatory Focus Theory to develop hypotheses and research models and lay emphasis on the study of health information emotion’s moderating effect. This paper conducts an empirical study by selecting 372 health information users of WeChat, a typical STSM, to verify the research model by structural equation model.

Findings

For the central route, individual motivation and health information richness positively influence health information sharing value. For peripheral route, health information source trust and health information recipient trust both positively influence the health information sharing attitude. Health information sharing value and sharing attitude can positively affect users’ health information sharing intention. In addition, health information positive emotion has significant moderating effect, while health information negative emotion does not have.

Originality/value

This study contributes to a comprehensive perspective for understanding users’ health information sharing intention in STSM in emerging markets, an important but understudied topic. The results can also give implications for researchers to explore users’ behavioral intention from the perspective of process-oriented persuasion and health information emotion’s moderating effect.

中文翻译：

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强关系社交媒体中用户的健康信息共享意愿：新兴市场背景

目的

本文旨在理论化并研究中央认知细化线索和外围认知细化线索如何影响新兴市场强联系社交媒体（STSM）中用户的健康信息共享意图。

设计/方法论/途径

本文在对用户社会健康行为的深入观察的基础上，创新性地提出了健康信息情感和健康信息共享价值两个概念。我们整合精化似然模型、媒体丰富理论、信任理论和调节焦点理论提出假设和研究模型，重点研究健康信息情绪的调节作用。本文选取372名典型STSM微信健康信息用户进行实证研究，利用结构方程模型对研究模型进行验证。

发现

对于中心路线来说，个体动机和健康信息丰富度对健康信息共享价值产生正向影响。对于外围路径而言，健康信息源信任和健康信息接收者信任均对健康信息共享态度产生正向影响。健康信息共享价值和共享态度能够正向影响用户的健康信息共享意愿。此外，健康信息积极情绪具有显着的调节作用，而健康信息消极情绪则不具有显着调节作用。

原创性/价值

这项研究有助于全面了解新兴市场 STSM 中用户的健康信息共享意图，这是一个重要但尚未得到充分研究的课题。研究结果也可为研究人员从过程导向的说服和健康信息情绪调节作用的角度探索用户的行为意图提供启示。