Research On The Influence Mechanism Of Retweeting Behavior On Social Network

Social network service has become a mainstream application which changed the way of how people communicate with each other and information diffusion. However, there are many problems behind the rapid development such as the lose of users, social rumors prevail, social marketing dilemma for enterprise and so on. How to improve user’s retweeting behavior to maintain users; how an individual or organization faint sound amplification to formation the social influence by retweeting; what is the reason of constant rumor prevalence and how to avoid information submerged in the flood of social network information? As the most important function of social network and the determinants of information dissemination effect, all solutions to these problems are closely related to user’s retweeting behavior. Therefore, this paper aims to explore the underlying rules and generation mechanisms to explain its occurrence and development.Based on the summarized of relevant literature, this paper proposed a influence model of user’s retweeting behavior by combining the theory of communication, user behavior, etc. We validated the model by empirical data analysis and come to the following findings: Perceived usefulness of information is affected by user’s cognitive needs and emotional needs. We regard the obtain of information resources in social network as the acceptance and adoption of a product. The empirical results show that the degree of satisfy of cognitive and emotional needs will affect information value of user’s judgment, thereby promoting or inhibiting their further information consumer behavior. By contrast, the demand of cognitive needs plays a more obvious effect.Users behaviors in social network are driven by individual social factors. Our paper studies the effect of three social motivations for perceived usefulness of retweeting:self-presentation, altruistic and social capital maintain. And the result show all the three factors have a positive influence as we expected.Perceived usefulness of information and perceived usefulness of retweeting are the determinants of use’s retweeting intention formation. Furthermore, the information value will enhance user’s perception of the usefulness of retweeting. That is to say, when a user can get informational benefits, they will enhance their judgment of retweeting usefulness.