Research On The Influence Factors Of Users Following Others' Advices In Social Medial Based On Weak Ties

With the development of Web2.0 technology,social media,as a medium of information dissemination,provides users with more channels for expressing opinions and suggestions.With the continuous increase of content in social media,social media creates topics,attracts users to participate in topics,and encourages more users to post comments.Topic analysis has become more in-depth,providing users with more helpful information.Social media based on strong ties facilitates information dissemination and helps users adopt information.Social media based on weak ties is easy to spread information with new perspectives.This paper studies social media based on weak ties.This research with users as the core studies the influencing factors of users' behavior intention to follow others' suggestions from user processing information and individual psychology in the process of users using social media to obtain information.The elaboration likelihood model points out that the two ways users can process information are the central and edge paths.When users use the central path to process information,they need to use their knowledge and rigorous logic.When users use edge paths,they use heuristics to process information.In information dissemination,trust and perceived risk are two important factors for users in processing information from individual psychology.This research introduces social support to study the influence factors of information dissemination based on weak ties on users' intention to follow others' suggestions.E-Commerce product manufacturers,e-Commerce platforms,and merchants all attach importance to social media and use it to disseminate product and service information to promote users to purchase products.Therefore,this paper chooses social media in the e-Commerce platform as the research object.The main social media functions of e-Commerce platforms include online comment systems,question and answer systems,and online comment authors' homepages.Research of social media based on e-commerce websites is mainly focused on:(1)the impact of product information on user behavior in social commerce based on social networks;(2)research on the usefulness of product information and information adoption in online review systems.However,there are few types of research on question answering systems and online reviewer homepage systems.When users choose the above two types of social media,what factors influence users to follow other users' advices?How do these factors affect users' intention to follow the advices?These have become the research focus of this thesis.This paper focuses on the question-and-answer system and the author's homepage of online comments to study the above issues.Because the research from the perspective of individual psychology needs to eliminate influencing factors such as the user's knowledge,the authority of the information publisher,and the strength of the relationship between the information sender and receiver,major public health events are very suitable for the requirements of this research.Therefore,the third research scenario selected major public health events to study the influence of information dissemination in social media on the behavioral intention of users to follow others' suggestions.This thesis adopts social presence theory,trust theory,interaction theory,use and satisfaction theory,social support theory,self-determination theory,and comprehensively uses the theories and methods of management,communication,psychology,behavior and other disciplines to study the behavior intention of users following other users'suggestions and its influencing factors in Q&A system and online review system based on weak ties.The main research contents and conclusions are as follows:First,this paper uses the interaction theory to explain the influencing factors that the interaction between users promotes users to follow the suggestions of others,verifies the direct relationship between the four dimensions of interaction and information quality and system quality,and the indirect relationship between trust and system usefulness,and ultimately affects user behavior.Based on the e-commerce trust model,interaction theory,and TAM,this research divides interaction into four dimensions:Content Interaction,Q&A Responsiveness,User Control and Reciprocity.At the same time,it introduces Q&A word-of-mouth quality,system quality,perceived usefulness,trust belief,and trust intention as the five independent variables and uses the user's intention to follow the advices as the dependent variable to construct a conceptual model.The empirical research results of the model show that:(1)The users who have purchased the product actively and efficiently provide comprehensive,professional,and highly relevant answers that positively affect the user's perceived information quality and the quality of the perceived system.(2)The convenience and freedom for users to view questions and product pages in the question and answer system and the convenience for users to publish answers positively impact on the quality of the system and information that users perceive.(3)Information quality has a positive impact on user trust and has a positive impact on users who write or share information.(4)The quality of the system positively affects users'willingness to use the Q&A system.(5)Information quality and system quality positively affect users' perception of the usefulness of the Q&A system.(6)Trust and perceived usefulness positively affect users'behavioral intentions to follow other users' advices.Second,based on the theory of use and satisfaction and the theory of social presence,this thesis explores the relationship between user' behaviors such as browsing,liking,and posting online review information and their motivation to visit the author's home page of online advices,as well as the relationship between users' motivation to visit the author's home page of online reviewer and their satisfaction.This study adopts questionnaires,the factor analysis method and the one-sample test to study motivation,and the generalized linear mixed model is used to study the relationship between users' behavior that use online reviewer information and motivation.The research results show that(1)The motivations for users to visit the homepage of online comment authors mainly include information seeking,conformity,social recommender,social seeking,interpersonal utility,self-presentation,entertainment and leisure.(2)The length and frequency of users' online shopping have nothing to do with the motivation of visiting the reviewer homepage.(3)The user's viewing of the author's homepage,the interaction between the user and the content,and the content posted by the user affect the motivation of the user to visit the author's homepage.(4)Information seeking,conformity,social seeking,social recommender,interpersonal utility,and self-presentation have a positive impact on user satisfaction.(5)Entertainment and leisure do not affect user satisfaction.(6)Users are willing to obtain information through social networks.Third,this thesis adopts information dissemination model,and social support theory,introduces social support variables,studies the influencing factors of users following suggestions,and compares gender and emotions in groups,verifying that trust,perceived risk and social support are the main psychological factors of users'accessing social media.Combined with the public health events in 219,this study selected a research scenario that can eliminate interference factors such as the user's own knowledge,the authority of the information provider,and the information publishing platform to study the factors that influence users to follow the suggestions of others.The research results show that:(1)Information quality positively affects users' trust that information providers are capable and doing their best to provide users with information,and information quality positively affects users'willingness to rely on information providers.(2)Information quality positively affects the uncertainty of users' perception of information.(3)The user's trust in the information provider's ability and effort to provide users with information is positively affecting the user's intention to follow the advices of others;the user's willingness to rely on the information provider does not affect on the user's intention to follow the advices of others.(4)Men's access to emotional support through social media has no effect on users' intention to follow others' advices;information quality has no effect on the uncertainty of female users' perception of information;emotionally affected users' willingness to rely on the information provider has a positive impact on the user's intention to follow the suggested behavior,while information support has no effect on this type of user's intention to follow the suggested behavior;the information quality of users whose emotions are weakly affected has no effect on the uncertainty of perceived information quality.At the same time,the willingness of this type of user to rely on the information provider has a positive effect on the user's intention to follow others'advices.The theoretical contributions of this thesis mainly include:First,this thesis is a pioneer in researching the impact of product information and service information on user behavior in social media based on weak ties.Second,this thesis confirms that the interaction between users can help improve the quality of information and the system,generate trust,and improve the usefulness of the system,which has a positive impact on users.Third,this paper uses the theory of use and gratification to explain the motivation of users to visit and comment on the reviewer's homepage online and the process of influencing user behavior.Fourth,this thesis uses social support theory and information dissemination model to explain the psychological factors that users use social media to follow the advices of others.The management enlightenment of this thesis includes the following three points:First,in the process of e-commerce website function design,it should provide functions that can promote interaction between users,and in particular,encourage one-to-one interaction.Second,e-commerce website operators should pay attention to the importance of users establishing social relationships in product networks and encourage users to establish social networks among them.Third,for female users,emotional factors should be added to the information content to ensure that they receive emotional support.In contrast,high-quality information should be provided for male users to provide information support for them.