Mechanism Research For The Power Generation Of Herding Based On The Positive UGC Of Social Networks

As technology develops, the Internet is showing the trend of being based on sociality. Due to the social network platform’s four characteristics, which are multi-dimensionality, diversity, timeliness and being based on human relationships, it can quickly drive herding critical reasons at generation. In this research, we mainly focus on the dynamic mechanism of herding generation on the social network platform, and analyze the subjective and objective aspects. Major points are as follows.1. Resolution of Internet herdingBy reading a large amount of domestic and foreign literature, we can reach a definition of herding in this research, and analyze the subjective and objective key factors which are responsible for the herding through the multiple linear regression model, rational behavior model, virtual social capital theory and social influence theory. The definitions of all factors and forms of expression are summarized.2. The study of the objective key factors that result in herdingThis part analyze the relevant factors of "the sheep" that result in herding through the real data from the Tianya Forum. Individual features and text features will be extracted for "the sheep". We will build the multiple linear regression model on the basis of the measurement of economic law, and get the objective factors along with corresponding weights. The conclusions are:(1) Text Comments have a huge impact on the generation of herding.(2) The more active on social network platforms the individual is, the more prone to herding he or she will be.(3) The text features have greater influence on herding than the individual characteristics do. (4) The longer title and the more pictures become much more prone to herding posts.3. The study of subjective key factors resulting herdingThis part obtains224real situation questionnaires. We build a structural equation model on the basis of rational behavior model through connecting the introduction of virtual social capital theory and social influence theory, and get subjective factors and their weights. The conclusions are:(1) Normative social influences and informational social influence on individual attitudes toward herd behavior have a positive effect.(2) The cognitive dimension is the main factor affecting the social impact of information.(3) The relationship dimension is the main factors influencing the normative social influence.(4) A personal attitude toward herd behavior has a positive impact.