The Motivations Of Microbloggers Forwarding Commercials

The emergence of microblog overturns the traditional way ofinformation dissemination. In order to expand their influence, more and moreenterprises and individuals begin to spread commercials through microblog.Therefore, this paper aims at exploring the motivations of microbloggersforwarding commercials from a communication and psychology perspective.To theory as well as to practice, this topic is always subject to numerousstudies, so of great importance in every aspect.Based on theories of uses and gratifications, self-determination theoryand technology acceptance model, we have built a guidance model ofmotivations as research framework. Through a questionnaire survey of277sampled microbloggers, we have found that:(1) The motivations of microbloggers users forwarding commercialsmainly including self-expression motivation, altruism motivation, socialmotivation, leisure and emotional expression motivation, content motivation.(2) In the same degree of five types of motivations, self-expression motivation has the largest driving force, followed by altruistic motive, socialmotivation, leisure and emotional expression motivation, content motivation.(3) On the correlation between forward motivation and behavior,self-expression motivation and social motivation are in close relation to theforwarding behavior. The others are not.(4) On the effects from control variables to forwarding behavior,demographic characteristics have some effect on forwarding behavior.Microblog use conditions have no effect on forwarding behavior.