Research On Influence To Content Sharing By Cues In Social Media

The advancing IT has triggered profound change of social lifestyle, one of which lies in the development and popularization of Internet gives birth to new applications such as social media. These applications greatly changed the way of communication, but the exact mechanism how technology produces the change is yet to study.According to related theoretical and pratical significance, this research chooses intention to sharing contents of users in social media as ultimate dependent variables. Based on theories of information sharing, information adoption and MAIN model, this research tries to find theoretical basis of technology affordance influencing user’s information behavior and propose a research model and relevant hypothesizes. Then several online experiments are conducted to gather data to fit the research model and test hypothesises using structural equation model analysis.The result shows that traditional information behavior theories apply to new research context. The cues of content based on technology affordance influence users’ perception and eventually affect users’ reaction to content. Implements to business and governance of this research are discussed.