A Study On The Influencing Factors Of User 's Comments And Forwarding Behavior

Microblog, as a new application on the internet, has attracted unprecedented attractions in recent years. Different from traditional medias, microblog is endowed with some unique spirits such as freedom, open-up, sharing. Every user can enjoy freedom of speech, which never happened before. Commentary and repost are the basic functions of the microblog and play important roles in disseminating messages. Every incidence caused by the microblog is also closely related with other people’s commentary and repost. Only if users take active part in discussions can the incidence become a popular topic. In this thesis, the author conducts analysis from three levels that are behavior, psychology and social environment under the framework of field theory proposed by the western scholars. The author thinks that microblog field, psychological field and social field result in users’behaviors.As a new media, microblog provides environment for users’behaviour and fission dissemination is revolutionary.Moreover, rapid decentralized spreading mode and unique "commentary and repost" mode attract lots of users’attentions. In the internet era, people’s communication and cognition scope have been enlarged surprisingly. Under this circumstances, when people’s recognition balance was destroyed in the microblog, what they would choose to do is commentary and repost.In this way, individuals’psychology comes into groups’psychology. Society offers a macro-behavioral context.The author finds that microblog users’commentary and repost are affected by some social factors such as economy and culture.How users’behaviors happen is a complicated process,which is affected by factors like environment, psychology and economy. Therefore, analysis on such behavior should be done from both individual and social perspectives. Only in this way can we have a comprehensive understanding of users’behaviors.