Reactions to others’ misfortune on social media: Effects of homophily and publicness on schadenfreude, empathy, and perceived deservingness

The effect of self-disclosure on mass trust through TikTok: An empirical study of short video streaming application users

In the short video application scenario, self-disclosure helps to establish and maintain relationships with others, and is important for the formation of mass trust. To this end, this study investigates the impact of self-disclosure on mass trust in the context of short video applications based on social exchange theory, and introduces perceived similarity to explain the specific impact mechanism while focusing on the boundary conditions of trust disposition in it. This study takes TikTok as the research object and analyzes the data obtained from the questionnaire survey. The empirical test results show that self-disclosure not only affects mass trust directly, but also indirectly through perceived similarity. In addition, a moderating effect of trust disposition on perceived similarity was found to affect mass trust. The findings of this paper contribute to an in-depth understanding of the potential intermediate mechanisms and boundary conditions of self-disclosure on mass trust, reveal the theoretical relationship between self-disclosure and mass trust, bridge the gap between previous mechanisms of mass trust influence from the perspective of empirical research, and effectively guide the management practice of short video applications.

Can avatar homophily influence flow and exploratory behaviour of online users?

Virtual learning environments have been recognized as an area of particular importance by which educators can use to improve desirable learning behaviours. Investigating the impact of different virtual environments on learners' behaviours has become the centre of attention of researchers, especially during COVID-19. The homophily effect of avatar-identity on individuals' perceptions of an environment can be a key for understanding their learning behaviours. This study examined the relationship between key constructs related to avatar homophily (background and attitude) and learners' flow and exploratory behaviour. An online survey was distributed to 157 students (93 males and 64 females with age ranging from 19 to 21 years) who took part in an online learning activity using an avatar-mediated environment (Second Life). The results showed that users' flow experience can be influenced by the function of perceived background and attitude homophily in an avatar-mediated environment. Flow experience was found to mediate the relationship between avatar homophily and learners' exploratory behaviour. This study offers a conceptual understanding of the relationship between homophily and individual's flow state.