Abstract: With the rapid development and popularization of social media, people are more and more involved in network communication and information dissemination in their daily lives. In the digital age, the behavior of “melon-eating” in the social network as a special social phenomenon has gradually attracted people’s attention. It is necessary to explore the forms, essence and characteristics of “melon-eating” behavior in social networks, and reveal the psychological motivations such as conformity, curiosity, and seeking for behavioral reference and alternative satisfaction, and analyze the positive effects of “melon-eating” in social networks, such as public supervision, information broadening, attention to social topics and agendas, and the negative effects, such as network violence, rumor spreading and trust crisis. It is also necessary to propose governance measures such as improving laws and regulations, returning to rationality, and valuing value guidance to address the “melon-eating” behavior in social networks, in order to provide reference for the healthy development of social media.