The emotional contagion of netizens is an important factor that accelerates the spread of rumors, and it is also key to the effectiveness of rumor refutation. Based on the existing emotional model, we improved the method for calculating the emotional value and the transformation rules to simulate how the infection transforms individual emotion to group emotion during rumor refutation. The results show that the cycle and trend of netizen emotional change vary by period, but the final distribution structure presents a relatively stable state. The factors that affect the emotional changes of netizens are mainly objective and subjective aspects, both of which can promote the evolution of emotional contagion. The objective aspect depends on the speed and credibility of the rumor, and the subjective aspect depends on the degree of intimacy between netizens. After rumor refutation, emotions generally change from negative emotions to positive or immune emotions.

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Fear of evaluation is a key factor that affects how social media users present themselves to others, but little is known about the effects and mechanisms involved, especially on the relationship between fear of positive evaluation and online self-disclosure. This study explores how fear of evaluation affects online self-disclosure and examines how this relationship is moderated by protective face orientation in the Chinese context. A total of 750 Chinese WeChat users constituted the sample for a questionnaire-based analysis and regression analysis. The results showed that both fear of positive evaluation and fear of negative evaluation had a significant negative effect on the amount of online self-disclosure and a significant positive effect on the depth of online self-disclosure. Protective face orientation had a moderating effect on the relationship between fear of evaluation and online self-disclosure for both the amount and depth of online self-disclosure. Our findings suggest that social network site (SNS) users' fear of evaluation can be attributed to their cognitive attitude toward the external environment, and the loss of face in the Chinese context can be included in the social context.