Research Of Polar Practitioners' Information Behavior And The Influence Factors In Social Media

Recently with the increasing serious environmental pollution and ecological destruction,the public no longer immerse in the satisfaction of material life,while hope to know about the ecological environment and related knowledge,so as to take concrete actions to participate in the protection and construction of the ecological environment.North and south poles as the driver and amplifier of the global environmental change affect the global environment and climate change.They increasingly become the focus of global attention.Since the emergence of the Internet,more and more people accept and participate in the network.During the development of Internet technology,one-way transmission of information on the Internet is gradually changing.The Interactive Feature of Internet is more prominent,so the network from the one-way transmission time marched into the era of network interaction.Internet users are no longer passive acceptance information,as well as the creators of the Internet information.It is the advent of the era of Web2.0 which provides a development environment for social media.The emergence of social media provides an online platform for Internet users to create,share,exchange information.As a new type of media,the speed of development and the amount of users of social media have fully reflected active vitality and ability to adapt.It is gradually changing the Internet users' information behavior.Polar practitioners have not only the polar professional knowledge and skills,but also have a wealth of Polar Research and work experience,and hold the first-hand polar information,so the public are more willing to communicate with the polar practitioners for high quality polar latest information when facing to a variety of and variable quality of polar information online.Because of The rapid development of the Web2.0 era of social media,it provides a more efficient and interactive platform for polar practitioners and the public to share information and exchange views.As a member of society,polar practitioners show ego,share information,and expand social circle by social media.Based on the Polar practitioners' use behavior of social media,the related studies of Polar practitioners,online user characteristics groups and information behavior in social media,and the theories of UTAUT2,perceived risk and trust,researcher carries out in-depth interviews with polar practitioners and puts forward the model and the hypothesis of this study.The questionnaires are sent to Polar practitioners by email.The data collected by sojump.com carries on the empirical analysis,and draw conclusions and suggestions.On the basis of pre-extensive literature research,the results of other researchers and the contents of in-depth interviews with polar practitioners,this study constructs an influence factor model of Polar practitioners' information behavior in social media and Put forward the hypothesis.Each variable is defined and developed a measurement scale for each one.The design of preliminary questionnaire is completed by the interviews with a small amount of polar practitioners.The reliability and validity test of preliminary questionnaire is carried out by the pre-test data,so as to form a formal questionnaire and issue survey invitation to Polar practitioners through the network.There are 223 questionnaires collected.The influencing factors of information behavior of polar practitioners and their mutual are verified by structural equation model.The conclusions are as follows:(1)The popularity of social media in the polar practitioners is higher.Although the degree of penetration in China is slightly lower than the degree of penetration in foreign,there is more than 85%of the domestic Polar practitioners using social media.(2)In addition to social network,blogs and Wiki website,the domestic polar practitioners are prefer to participating in the Forum,but the foreign polar practitioners have a soft spot for video sharing websites.In terms of the microblogging sites,the users of domestic polar practitioners are more than the users in foreign.It is not consistent with the foreign situation because there are more users of microblogging(e.g.Twitter).Microblogging sites,therefore,is not welcomed by foreign polar practitioners.(3)The main purposes of use social media of Polar practitioners are social contact and information access.The activity of information behavior associated with the polar of Polar practitioners is not high.The domestic Polar practitioners have less activity than foreign ones.The domestic Polar practitioners' information behaviors are focused on "Usually browsing,but never to post my opinion" and "Browsing polar information and commenting on an interesting post",but the foreign Polar practitioners' information behaviors are focused on "Browsing polar information and commenting on an interesting post","Usually sharing others' content,rarely post original content" and "Sometimes posting original content and responding to others' messages and comments".(4)In the term of influencing factors of polar practitioners' behavior intention,the variables of habit and performance expectancy have a direct significant impact on the information behavior intention.Hedonic motivation,perceived risk,social influence and effort expectancy have an indirect impact on the information behavior intention but social influence has a significant negative impact of user behavior intention.(5)In the term of influencing factors of polar practitioners' actual behavior,facilitating conditions,habit and behavior intention have a direct positive impact on the actual behavior of the polar practitioners.facilitating conditions is a double-edged sword,so it may be a negative indirect impact on the behavior intention of the polar practitioners(6)Although the trust factor was proved that it has a significant positive effect of user behavior intention in many previous studies.However,in this study results,the trust of polar practitioners has no significant effect on behavior intention.Polar practitioners,as this research object,are a special group of network users.Based on the theories of UTAUT2,perceived risk and trust,and the contents of in-depth interviews with polar practitioners,this study is put forward the influencing factors of Polar practitioners' information behavior in social media and constructed an influence factor model,so as to make up for the shortcomings of existing research in polar practitioners' information behavior under social media context,and to lay the foundation for the promotion of social media in the polar practitioners.