The Influence of Group Psychology on Network Cluster Behavior: A Moderated Mediation Model

With the rapid development in new media and social platforms on the internet, some social hotspots or sensitive events can easily ferment and spread in the online space, attracting the attention or concentrated discussion of young students. Network cluster behavior is a collective behavior in which a large number of netizens collectively express and gather opinions around social hot issues of common concern, creating online public opinion. The study explored the influence of group psychology on the process of college students participating in online cluster behavior. A survey was conducted involving 2137 college students from over 10 universities in Zhejiang Province, Jiangsu Province, and other regions. The data were analyzed using correlation analysis and moderated mediation model testing. This study found that group psychological factors, such as emotional infection, depersonalization, the spiral of silence, relative deprivation, group polarization, and action mobilization, positively predicted network cluster behavior. The action mobilization of opinion leaders mediated the relationship between emotional infection and network cluster behavior. Group polarization mediated the relationship between the spiral of silence and network cluster behavior. Additionally, group efficacy moderated the latter part of the mediation process between group polarization and network cluster behavior.