Research On Factors Influence Marketing Information Sharing Behavior On SNS

As the information technology develops and the social network platform prospers, more and more information are spreading and shared through the Internet. According to the unique advantage that social network platform owns, many marketers also see the business and potential market there. They are also considering spreading the marketing information through this platform in a more efficient way.The research aims at find out those factors that influence people’s online sharing behavior about marketing Information on social network sites. In the literature review, there are studies analyzing people’s online shopping behavior, or online knowledge sharing behavior. But there are few analyzing online marketing information sharing behavior. This study uses theories from sociology, ethology, economics and psychology to study the influential factors of online sharing behavior. It’s based on the three main variances:Expected Reward from sociology and ethology, Cost from economics, and Trust from the psychology but always mentioned under the internet condition. These three variances were divided into more dimensions and different characters of the marketing information were matched to them. We used factor analysis and regression analysis to find out which factors have more influence. The data was collected through Sina Weibo platform and sample was based on marketing information of rewarding repost.It turns out that Trust has the most obvious influence on the online sharing behavior, including dimensions of trust in information source, trust in information content and institutional mechanisms (Seal Programs). Influence of Cost ranks second, both of the two dimensions are contributive. Expected Reward has the least influence. In the end, the thesis provide marketing suggestions and solutions according to the key factors in a marketing information and the study’s result. The conclusion could be applied not only for commercial usage but also for commonweal, education or public opinion spreading. It also supports SNS platforms other than Sina Weibo. All these lead to the conclusion that this study is meaningful in practise.