Empirical Study On Effect Model Of Podcasting Core Information Releasing Behavior

Social network gradually relates to every human, organization, and even down to every corner of the world. As a leading role of social network, social media becomes a whole new controller of media content and communication. In other words, "users" have been given the power and duty to contribute content and self-motivatedly spread and gain information. Podcasting is defined as a new way of posting information on the Internet, which also allows users to subscribe Feed (news source) file to automatically receive new files. Besides, it refers to a radio program produced by this method, or a group of people who are using the transmission mode.Current research on podcasting is mainly focused on communication and marketing field, while those on user behavior are far from mature. Based on related previous study, the research trys to dig into effects of information releasing which is considered a key user behavior to podcasting.The major objective of this article is to investigate the impact of the two social communication variables and two variables of personal cognition on core information releasing behavior. In the paper, assumptions are made based on theories, methods such as using questionnaires to collect empirical data, and after the final analysis of the data, the hypotheses are to be tested and eventually come out with a practical research conclusion.The research work can be concluded as follows:(1) analyzing the influence of multiple dimensions for both social communication and personal cognition on information releasing behavior; (2) structural equation modeling of the relationships among social communication, personal cognition and core information releasing behavior; (3) scientific sampling survey analysis and hypothesis verification, effective proposals of podcasting application development. In addition, the paper also points out future research directions in the end.