| With the rapid development of the mobile Internet,group chats,communities,and communities have appeared in mobile social network applications.This has become a major gathering place for users to share information,exchange experiences,and connect with feelings.At the same time,the explosive growth of information has led to more choices for users when searching for information,while distracting their attention.Because the network circle has a certain degree of relationship stickiness,it has gradually become an important source of information for users to search for information.For individual users,quickly and effectively identifying information sources and obtaining effective information have become the main demands of users.For the circle organization level,using the relationships within the circle and the influence of information to closely link members for effective management is an effective way to improve organizational efficiency.At the enterprise level,information is transmitted through circles,which are searched for and adopted by members in the circle.In this process,the communication of enterprise information will be affected by the strength of the relationship within the circle,which will change the dissemination of information and the precise marketing effect of the enterprise..In the mobile Internet,deeply burried gold cannot shine.Only through the transmission of information can the company achieve accurate marketing,especially for mobile Internet companies.Without rapid product information and effective access to user resources,mobile Internet companies will struggle to survive.Therefore,based on the theory of social impact,this paper uses empirical analysis methods to study the impact of the internal relationship strength of mobile Internet circles on user information search behavior and its internal interpretation mechanism.This article consists of six chapters.The first chapter is the introduction.The purpose is to establish research questions and to sort out research ideas.The second chapter starts with the development of mobile social networks,the construction of variables such as circles and relationship strengths,and reviews the research status of circles,information search behaviors,face needs,and influence of reference groups at home and abroad.Based on the literature review,the research framework and research questions are further established.The third chapter makes hypothetical deduction based on the research questions,and mainly analyzes the influence of the strength of the relationship within the circle on the user's information search behavior in the mobile social network,and the mediating role of face demand and reference group influence in the relationship strength and user information search behavior in the circle.Chapter 4 presents the study design,and collects,organizes and descriptive statistics of the samples.Chapter 5 uses quantitative research methods to analyze the impact of the strength of internal relationships in the mobile social network circle on information search behaviors,while considering the mediating effect of face needs and the influence of reference groups.Chapter 6 summarizes the conclusion of this study,puts forward the theoretical value and practical value of the study,and analyzes the shortcomings of the study and the future prospects.In this study,442 mobile social network users were surveyed online through the questionnaire star software,and 415 valid data were obtained.Using SPSS 21.0 and AMOS 21.0 to analyze the data,the following conclusions were obtained:First,the influence of the strength of internal relationships in the mobile social network circle on information search behavior.Using the method of structural equations,it is concluded that the strength of internal relationships in the mobile social network circle will not affect the information search behavior.This research conclusion shows that the circle as the information source for user information search,its internal relationship has no significant impact on the user's information search behavior.Previous studies have confirmed that strong ties play a greater role than weak ties,or that weak ties play a greater role than strong ties in special situations such as employment.The supplement confirms the information search behavior of users in the circle,and the difference between the use of strong and weak relationship circles is not significant,which supplements the previous research content.Secondly,the mediating effect of face demand on the strength of the relationship within the circle and the influence of information search behavior in mobile social networks.First of all,according to the previous scholars' dimensional division of face demand tendency,face demand was divided into earning face demand tendency and protecting face demand tendency.The influences of earning face demand tendency and protecting face demand tendency on user information search behavior are discussed separately.Secondly,the mediating role of face demand between the strength of internal relationships in mobile social network circles and the influence of information search behavior was tested by bootstrap method.It is found that there is an intermediary role between the need for earning face and the need for protecting face between the strength of the relationship within the mobile social network circle and the influence of information search behavior.The conclusion of the study shows that the stronger the internal relationship strength of the network circle,the greater the impact on users' earning face needs,and the easier it is for users to search for information in the circle in order to improve their self-esteem and social status.At the same time,the stronger the relationship,the easier it is for the user to search for information in order to maintain his or her dignity and status in the circle.Third,the mediating effect of the influence of the reference group between the strength of internal relationships in the mobile social network circle and the influence of information search behavior.According to previous studies,the influence of the reference group was subdivided into normative influence and information influence.Then use Bootstrap method to test the mediating effect of the influence of the reference group on the strength of the relationship within the mobile social network circle and the influence of the information search behavior.It is found that the informational influence is the mediating variable of the influence path of the internal relationship strength of the mobile socialized network circle on the information search line,while the normative influence has no significant mediating role between the internal relationship strength of the mobile socialized network circle and the information search behavior influence.The conclusion of the study indicates that the stronger the internal relationships in the mobile social network circle,the stronger the informational influence that users perceive,and thus they are willing to conduct further information search behaviors.However,the normative influence of the circle will not affect the user's information search behavior,which may be due to the spontaneity and certain concealment of the information search behavior,and the normative influence has a greater impact on the representation behavior.And in the strong relationship circle,members are more inclusive of their behavior because they are familiar with feelings,so the mediating role of normative influence is not significant.In summary,there is no significant difference in the influence of the strength of internal relationships in the mobile social network circle on information search behavior.The influence of different reference groups and the need of face to play an intermediary role between the strength of the relationship within the social network circle and the information search behavior are also different.The conclusion of this study deepens the internal relations and face needs of the circle,and refers to the understanding of the relationship between the influence of the group and the information search behavior,and reveals the influence mechanism of the internal relationship strength of the social network circle on the information search behavior.This research also provides an important theoretical reference for how companies transmit information and implement precision marketing. |
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