| Nowadays,a main form of information transmission in social networking sites is people’s spontaneous information forwarding or sharing behavior.With the popularity of the Internet,altruistic behaviors spread faster and wider in the Internet than in the real society.In recent years,the Internet public welfare has been in full progress.In order to give full play to the positive role of social networking sites and make positive guidance for users of social networking sites,the research on altruistic information forwarding and sharing behavior has become extremely important.This paper first conducts an exploratory study on the influencing factors of altruistic information forwarding and sharing behavior through the analysis of microblog data,then discusses the influence of the use of social networking sites on altruistic information forwarding and sharing beha’vior,and tests the mediating effect of online social capital and self-disclosure on social networking sites.Study one first use the methods of cluster analysis to analyze the whole information about Shandong Shouguang flood events in Weibo through Zhiwei data platform,then using data visualization technology to carry on the omni-directional display and depth dimensions events.Finally aiming at typical Weibo in the event to carry out propagation path analysis.Study two adopted questionnaire survey method,using the altruistic information forwarding willingness scale,the intensity of social networking sites using scale,online social capital scale and online self-disclosure scale,and use the questionnaire star editing online questionnaire,put in the highest utilization rate in the user the three big social network platform(QQ space,WeChat circle of friends,Weibo).Finally,538 effective questionnaires were taken back.At the same time,250 college students of Central China Normal University were selected as samples through convenient sampling,among which 223 valid questionnaires were obtained,and a total of 761 valid questionnaires were finally obtained.SPSS 22.0 was used to analyze and process the data,and AMOS 21.0 was used to test the mediation model.The main research results of this paper are as follows:(1)Most people forwarding and sharing altruistic information are distributed in Guangdong,Zhejiang,Jiangsu and Beijing;The proportion of male users is larger than that of female users.The overall forwarding level of Weibo shows a gradually decreasing trend,that is,the first-level forwarding from the information publisher accounts for the largest proportion.User activity and followers are higher than the industry average.(2)Users of social networking sites have higher levels of online social capital and altruistic information forwarding and sharing intention,and lower levels of self-disclosure.(3)The gender difference in the intensity of social networking sites using and self-disclosure reached a significant level.The use intensity of social networking sites of women was significantly higher than that of men,but the level of online self-disclosure of men was significantly higher than that of women.(4)The intensity of social networking sites using is significantly positively correlated with altruistic information forwarding and sharing intention,and has a significant positive prediction effect on altruistic information forwarding and sharing intention.(5)Social network users’online social capital and online self-disclosure are significantly positively correlated with altruistic information forwarding and sharing intention,and have a significant positive prediction effect on altruistic information forwarding and sharing intention.(6)The online social capital of users plays a mediating role between the intensity of social networking sites using and the willingness of altruistic information forwarding and sharing;Social network self-disclosure plays a mediating role between the use intensity of social network and the willingness of altruistic information forwarding and sharing.The intensity of social networking sites using affected the willingness to share and forward altruistic information also through the chain mediating role of online social capital and online self-disclosure. |
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