Research On User Information Use Behavior And Incentive Mechanism In Social Media Environment

With the evolution and integration of the rapid development of information technology and internet,social media has become a hot topic in the new generation of network environment.It has a good openness,interactivity,entertainment and social,to meet the user's psychological and emotional needs,which is favored by many users,and attracts more users to participate in.Users not only play the role of information sharing and communicators,but also the users of information platform.However,scholars have not come up with the framework and conclusions of the research on the influencing factors of user information use behavior.Therefore,it is of great significance to study the user's information usage behavior in the social media environment,to explore the influencing factors and the mechanism of the user's use behavior of information.This paper takes zhihu website as an example,using the method of literature analysis and text analysis,analyzes the influence factors of the user's information use behavior in the social media environment from three perspectives: user,environment and information.Then,using the software SPSS 22.0 combined with correlation analysis and regression analysis,the paper analyzes the data of the 367 valid data which are extracted from the topic of the zhihu website IT,and verifies the assumptions of this study.The results show that focus topic and comment timeliness is not significant,the remaining ten variables(respondent's influence,contention length,number of useful messages,social value,source credibility,fulfillment,altruism,concern problem,attention column,concern favorite)have a direct or indirect positive impact on the use of information.On the basis of the results of this study,the paper designs the incentive mechanism from the "user environment information" three-dimensional framework,and proposes a series of incentive measures from three aspects,which are the promotion of the user's information use behavior,ensuring the information quality and source credibility,and the optimization of the environment.The main innovation of this paper is to put forward the framework of "user-environment-information";using user's network behavior data and text quantitative data under the representative problem of zhihu website to conduct data analysis,so that avoids the subjectivity and arbitrariness brought by the traditional questionnaire;similarly from three angles of the user,the environment and the information to design the incentive mechanism.Therefore,the research results of this paper not only enrich the original theory of information behavior,provide a new perspective for analyzing the influencing factors of information behavior,but also provide a basis for improving the service function of social media platform operators,and formulating policies and regulations for government departments and industry organizations.