Study On Influencing Factors Of SNS Search Based On Information Foraging Theory

The search demand of people is becoming more and more urgent in the era of information sharing. With the rise of SNS, the information search based on SNS is also favored by people. Studying on the influencing factors in the search process has an important reference value for users to adjust the search strategy and design website.At present, the information foraging theory is applied in many fields,such as ability cultivation, discipline construction, library and so on, but the application in the field of information search is less. In this paper,based on the in-depth analysis and study the information foraging theory,the basic concepts of the SNS, the author applied the information foraging theory in the SNS search influencing factors, and then studied the theory and empirical analysis. The main contents are as follows:(1) Select the typical representative of domestic SNS-- micro-blog as the research object, on the basis of analyzing the influence factors of SNS search, and then add the factors of trust in interpersonal communication. Select relevant variables after combing the four aspects of information (the information visual form, predators, information producers and the interaction among them) under the condition of micro-blog. Then build SNS (micro-blog) search model of influencing factors based on information foraging theory. Design the questionnaire according to the model, and finally the collected data were scientifically quantified.(2) SPSS and STATA statistical analysis tools were used for empirical analysis. Firstly, the descriptive statistical analysis was carried out with SPSS, the characteristics of the survey sample data were taken as a whole. Secondly, the Cronbach a coefficient method was used to test the reliability of the data. Factors that did not pass the reliability test were excluded. Then using the factor analysis method of the structure validity of variable validity to analyze the related factors, and test the scientificity of factor scale. Finally, the binary logistic regression analysis of the influence factors which passed the reliability and validity is tested. The model variables significantly influence factors and their parameters are concluded. By using STATA to test the significant influencing factors variables, the results show that the significant influencing factors and influencing directions of the two analytical tools are the same, indicating that the experimental results are reliable.(3) Empirical analysis results show that: Information foragers’micro-blog registration time, number of micro-blog attention, micro-blog level, and micro-blog sunshine credit are significant influencing factor variables. Information producers’ micro-blog level and micro-blog sunshine credit are significant influencing factor variables. In the process of SNS search, if user wants to achieve maximum information benefits,the most fundamental is to increase their understanding of the SNS,improve their ability of information search and expand the scope of knowledge, which can accurately and effectively identify the required information. The better SNS credit record is the basic standard to make sure that information can be adopted by other users. Everyone should consciously maintain the network environment so that the SNS can become a quick channel for information search.