中文摘要：

基于期望确认理论、在线信任和沉浸理论,探索了影响社交网络舆情信息传播的影响因素及其作用机制,构建了社交网络正向舆情传播模型。基于616条调查数据进行了实证分析,结果表明：正向舆情传播经验对用户感知舆情有用性及在线信任有显著的正向影响;用户感知舆情有用性与在线信任对其舆情传播意愿有直接的正向影响,沉浸需求对舆情传播意愿的影响并不明显;链接分享的便捷性对舆情传播意愿的影响可以通过影响在线信任实现;发布者的领袖地位对用户在线信任并没有明显的影响力。该研究结论可以为政府部门进行社交网络舆情的管理与引导提供重要理论依据。

英文摘要：

Based on Expectation Confirmation Model,Online Trust and Flow Theory,this study built a social networkpositive public opinion diffusion model and examined the influencing effects of dissemination of social network publicopinions. Based on 616 real-world data, an empirical study was conducted. And the results showed that：（1）positive publicopinion diffusion experiences significantly influence the perceived usefulness and online trust;（2） perceived usefulness andonline trust have significantly influences on dissemination willing,while the immersion demand has little influence on it;（3）the convenience of link sharing influences dissemination willing through the online trust;（4）the publishers＇ leadership hasno obvious influence on the online trust. The results can provide theoretical basis for government to monitor and manage thecrisis of cyber public opinion effectively.