Using a Hybrid Multiple-Criteria Decision-Making Technique to Identify Key Factors Influencing Microblog Users’ Diffusion Behaviors in Emergencies: Evidence from Generations Born after 2000

Abstract

Recently, some appalling events have attracted wide attention, such as the RYB (Red, Yellow and Blue) child abuse incident, the killing of stewardesses by online car-hailing, and the swine fever epidemic. With the development of mobile Internet, Microblog has accelerated the spread of emergencies. Diffusion behavior is affected by different motivations, and motivation theory declared that internal and external motivations are the direct influencing factors of users’ behavioral intention. Therefore, this study uses a hybrid multiple-criteria decision-making (MCDM) technique, combining the decision-making trial and evaluation laboratory (DEMATEL) and analytical network process (ANP) to identify the key factors influencing user’s diffusion behaviors in emergencies. According to the results of empirical study, perceived usefulness, perceived emotionality, perceived accessibility, information timeliness, and information authoritativeness are identified as the key factors influencing user’s diffusion behaviors. Finally, we propose some managerial suggestions to help stakeholders control online public opinion effectively.