Study On The Impact Of Marketing Information Disseminate Intention Of Social Identity Need Of Mobile Social Media Users

With the wide application of mobile social media,enterprises paid more attention to mobile social media marketing.Meanwhile,more and more experts and scholars focused on mobile social media marketing effectiveness.The research shows that the willingness of users,information dissemination is an important factor which affects the mobile social media marketing performance.Thus,the reveal of the influencing factors and mechanism of users' information intention can help enterprises to better understand and grasp the user's information behavior,which can further guide enterprises to obtain the ideal performance of mobile social media marketing.The research discusses the influencing factors of the marketing information dissemination intention from different angles,such as the sources of information,information quality,perceived value,personality traits and other factors as explanatory variables.The impact of user information behavior was investigated and the good empirical effect was obtained.However,there is little research of information dissemination will from the perspective of motivation intention.This paper discusses the deep mechanism of mobile social media user information dissemination will from the perspective of motivation intention theory and self presentation,altruism,belonging motivation are introduced as an intermediary.The relationship between marketing information needs,motivation and willingness is explored.The model of information dissemination will based on the social identity need is constructed.Furthermore,the empirical test was carried out to reveal the deep mechanism of user's marketing information dissemination intention.In this paper,the method of empirical research is used by the network distribution and field research ways to conduct a questionnaire survey,and ultimately 969 valid questionnaires are obtained.The descriptive statistical analysis,reliability analysis and exploratory factor analysis were carried out by SPSS22.The AMOS20 was used to conduct confirmatory factor analysis,structural equation analysis and mesomeric effect analysis.The results of empirical analysis show that social identity needs three dimensions(group identity,self esteem,group commitment),which pose positive impact on user information dissemination will.The self presentation and altruism play a partial mediating effect between social identity and the inherent need of user information communication intention.In other words,the user's social identity needs not only directly affect the user's marketing information dissemination will,but also indirectly affect the marketing information dissemination will through the self presentation and altruism motivation.Finally,according to the conclusions of this research,some management implications from the choice of target groups,the needs of the user's social identity and the motivation of the user are proposed.The limitations of this research are analyzed and the prospects for future research are also put forward.