Abstract
This study, grounded in the theory of evaluation apprehension, aims to develop a comprehensive model that integrates user psychology, emotional dynamics, and system functionalities to examine user behavior in marketing information sharing. A methodological blend of online surveys and offline lab experiments is employed to explore the obstructive role of evaluation apprehension in the dynamics between perceived sharing value and the behavior of sharing marketing information. Additionally, the study investigates the operational mechanism of system feedback attributes - a distinct system characteristic - in the user sharing process, specifically focusing on its moderating effect on the inhibitory influence of evaluation apprehension. On a practical note, it provides strategic insights for businesses from the angles of user psychology, reward mechanism design, and system architecture to encourage more active user participation in sharing marketing information.
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