Research On The Relationship Among Positive Energy Perceived Value Of Social Networkers、 Acceptance Behavior And Positive Behavior Change

Positive energy is an important means to strengthen and improve the guidance of network public opinion,is an important source of positive force for a person and the whole society,and is one of the elements of building a harmonious society.Especially in the key period of social transformation in our country,how to expand the influence and enhance users’ acceptance of positive energy becomes especially important.With the rapid development of Internet technology and the fast update and iteration of mobile social product,people more and more rely on social networks to interact with friends,express themselves,get hot spots,get interests,access knowledge and help,and share experiences and opinions.How to make good use of social network to make the positive energy information stand out from the sea of information,transmitted by the user,and thus cause the positive change of their behavior,is not only a new opportunity for positive energy spread ing,but also a new chal enge.According to the background above,this paper choose social networkers as the research object,in the framework of the perceived value theory,to find out the relationship among the perceived value,the acceptance behavior and the positive change of users’ behavior.Users’ acceptance behavior is divided into two dimensions: Information-focused behavior(search,reading and collection)and Information interaction behavior(giving a like,message leaving and forwarding).Users’ perceived value is divided into four dimensions: Information value,Emotional value,Human value.and Social value.We Chat platform and Microblog platform are the main channels to spread positive energy.Based on the 297 valid questionnaire data aiming at the positive energy from the main channels,the paper uses the method of structural equation modeling to carry on the empirical analysis by SPSS15.0 software and Amos21.0 software,and finally prove the hypothesis.Results show that:(1)Information value and Emotional value can affect users’ Information-focused behavior significantly,but Human value.and Social value can’t;(2)Information value,Emotional value,Human value.and Social value all can affect user ’s Information interaction behavior significantly;(3)Information value and Social value have great affect on user ’s acceptance behavior;(4)Both Information-focused behavior and Information interaction behavior for the positive energy can affect user ’s intention to positive behavior change.Information interaction behavior have great impact on user ’s intention to positive behavior change.