Community Dynamics and Information Sharing in Online Networks: A Mixed-Method Analysis of WeChat Users Based on Cognitive Emotion Theory

Amid the growing significance of online communities in shaping social interaction and information exchange, this study investigates how community-level dynamics influence information-sharing behavior within WeChat communities, a platform uniquely embedded in Chinese digital culture and daily life. Grounded in cognitive emotion theory, we examine community reciprocity, homogeneity, and perceived community receptivity as antecedents of information-sharing behavior, with community informativeness as a moderating factor. This mixed-method study is quantitative-dominant, supported by exploratory qualitative interviews with 32 active users, which informed the development of a large-scale survey involving 365 respondents. Findings reveal that reciprocity and homogeneity significantly enhance perceptions of receptivity, promoting users’ willingness to share information. Perceived community receptivity is a cognitive mechanism that fosters trust and psychological safety, encouraging active participation. Moreover, community informativeness significantly moderates the effect of receptivity on sharing behavior, amplifying user engagement in highly informative environments where shared content is perceived as valuable and relevant. These results offer new insights into the socio-cognitive processes underlying information-sharing in virtual settings and provide practical implications for community managers and platform designers seeking to foster participatory, trust-based digital settings.