Study On The Herd Behavior And Cognitive Change Model Of Weibo User Interest Behavior Adoption

The rapid development of social networks let us have a higher demand for personalized services. With the development of Weibo, WeChat and other social network, hundreds of millions of Internet users spontaneously link together, and then form a huge and complex virtual network which changed our daily lives greatly. We’d like to find our own interest in this Internet, publicize our own personality. However in the real Weibo network, the truth is that most of the young social users are often guided by the public opinion, and not want to make their voices heard. This phenomenon leads to the formation of herd behavior one by one.Based on the phenomenon, this paper want to explore the mechanism behind it, and analyze the subsequent psychological of the Weibo users. So from the social cognitive perspective, the article divides the whole process of Weibo user-interest into two phases: interest gerneration phase and interest stable phase. In the interest gerneration phase, we use a herd model to study the Weibo user’s herd behavior and the influence mechanism. Then in the interest stable phase, we establish a cognitive change model(CCM) to probe the sustainable mechanism of the Weibo user-interest. Finally, We will understand the mechanism of the whole phase user-interest just from the beginning to the stable phase.In the interest gerneration phase, we explore the cause of the Weibo user-interest by introducing the herd model. In this process, based on the information cascade theory, we analyze how the Weibo users participate in the event. Then we establish the Weibo user herd model by means of probability. In order to verify the validity of the model, we use the MATLAB to simulate the result, and finally find that the herd behavior is related to the Weibo user’s personal belief, public information and the previous Weibo users’ attitude.In the interest stable phase, We analyze the user’s self-perception consistency and social identity perception in the cognition change model. We also introduce the variable Weibo interaction and an intermediary variable called satisfaction to obtain the modified and continued intention to use. To test and verify the model, we adopt a questionnaire to get the corresponding data, and based on the data, we use the structural equation model to verify the hypothesis.The research results show that the continuous Weibo user interest affected by the user’s self-perception consistency and social identity perception together. What’s more, the intermediary variable satisfaction and Weibo interaction will also positively affect the final result.The research conclusions show that Weibo users will form their early use intention because of the herd behavior brought by the three variables: public information, personal belief and the attitude of the previous users. However, soon afterwards, Combined with the user’s self-perception consistency, social identity perception and Weibo interaction, we obtain the final modified and continued intention to use. The conclusion of this paper will improve the intention use of increasingly deserted Weibo, enhance the Weibo user-interest and provide a reference for the Weibo’s future development and user experience.