The Research On The Influencing Factors Of Network Information Sharing Behavior

With the development of social network,information sharing has become an important way of information dissemination in the Internet era,the level of information sharing determines the speed of information flow and the size of information acquisition,therefore,the research has important practical significance of network user behavior and its impact on social media to share information factors.Based on the theory of Planning behavior,field dynamics and the model framework of ecosystem theory,the paper introduces the relationship of network,the attribute of information and cultural variables,and tries to analyze the influence of environment and interpersonal factors on the sharing behavior.In this study,we selected the social media-Weibo as the research object,analyzed the exploratory factors with the questionnaire method,and constructed the structural equation model.The results of the study showed that 1.The validity of the questionnaire was good;2.The model of sharing behavior constructed by the model of ecosystem theory is good,and it is available theoretically.3.In the structural model based on the theory of planning behavior,the cognitive demand,entertainment demand,interest demand and the universality of the network relationship,the culture has a significant positive effect on the users ' willingness to share,and the attribute of information has no significant influence on the sharing behavior.According to the conclusions above,it is believed that in the future development,the operation of social platform should gradually improve the push system with the core of user motivation.Establish a monitoring system based on user relationship,and promote the cultural system of multicultural integration;Secondly,there is no difference in the attributes of information for Internet users and microblogging marketing,but users can share the information through a wide range of social relationships and through hot topics or focus figures.