The Research Of Customer's Sharing Behavior Based On Social Networking

With the development of smart technology,coupled with the emergence of the popularity of smart mobile devices and a growing number of social platforms,social networks show unprecedented real-time,interactive,sharing,etc.characteristics,and user-generated content overwhelming,user sharing behavior is as commonplace.With the development of social networks,brand communication has being widely used with social networks and becoming more an more interactive?accurate and multi-channel integrated,so that consumer behavior has been changed,showing initiative?dependent and sharing characteristics.Due to being influenced by psychology,sociology,economics,anthropology and other disciplines factors,the factors influencing consumer behavior are complex.Based on the development of social networks,this article is an empirical research combined with social networking and consumer's sharing behavior of brand information,and will select nine factors and propose eight hypotheses.The nine factors are perceived ease of use,perceived usefulness,outcome expectations related to personal,self-efficacy,value identification,consumer's characteristics,perceived value,willingness to share brand information and actural behavior of sharing brand information.Then the article design a questionnaire to test and verify the relationships between perceived ease of use,perceived usefulness,outcome expectations related to personal,self-efficacy,value identification,consumer's characteristics,perceived value,willingness to share brand information and actural behavior of sharing brand information under a social network environment.Looking for the key factors of influencing consumer ‘s behavior of sharing brand information,and provide a basis for the company or brand in the use of social networks to implement communications strategies and tactics.