Influential Factors Of Social Media Information Transmission Behavior

With the rapid development of Internet technology,social media plays an irreplaceable role in people's daily life.The rise of social media has subverted the information dissemination way of traditional media,users no longer simply receive information,but can independently participate in the production,editing and dissemination of media information.On the one hand,social media has innovated the business marketing mode,which has a great impact on the marketing activities of enterprises and can bring great value to the enterprise.On the other hand,social media is full of various complicated information,the explosive growth of information has caused all kinds of hidden trouble messages to be propagated indiscriminately,resulting in all kinds of dangerous hidden events,which brings great challenges to the government ideology control.In such a new media environment," Net-celebrities" gradually come into the public view and stand out and become a well-known and influential people who can even create public opinion.They were active in social networks attracting the popular click-through,and began to enter the electricity business,being the most clicks and search the highest number of words." Net-celebrities" is a kind of high heat information transmission source in social media,the research on the influencing factors of its information dissemination behavior helps the website operators and advertisers to improve the browsing volume of the website and carry on the accurate advertisement.Besides,it is helpful for the guidance and management of government online public opinion.Based on the hot "Net-celebrities" in the current social media environment,this paper uses SOR(Stimulation-Organism-Reaction)behavior pattern to construct the theoretical model of the influential factors of the information dissemination of "Net-celebrities" from three aspects of information content,information source and individual perception.Through the online questionnaire survey,284 effective questionnaires were collected and analyzed in detail by the structural equation model,which empirically studied the conceptual model of the influential factors of theinformation dissemination of "Net-celebrities".The results show that:(1)Users' communication decision-making process is mainly influenced by the perception of usefulness and trust in individual perception;(2)Under the stimulation of the information content characteristic and the information source characteristic,the promotion of the Trust knowledge can obviously promote the information dissemination behavior,with the information quality and the fan quantity affecting individual's trust knowledge as the antecedent variable;(3)There is a significant positive correlation between affective resonance variables and value identity variables in the perception of usefulness,while the relationship between information quality variables and usefulness perception is relatively weak.The usefulness perception of knowledge is the key to promote the behavior of information dissemination,when users' information perception can meet their own needs,which means the sense of usefulness is strong,the willingness of users to disseminate information will be strong.