Research On The Influential Factors Of Information Sharing Behavior On WeChat Public Platform

In recent years,the rise of social networks makes the exchange between people is no longer limited to face to face communication,but the formation of the Internet as a medium for the dissemination of new online communication space-social networks.This kind of new communication mode makes the communication and sharing of information reach an unprecedented speed and breadth.As the most popular,the most representative of social software,WeChat has gradually become the most indispensable social networking applications.In this paper,the influence factors of the WeChat public platform information sharing behavior are studied.This paper summarizes the predecessors on the WeChat public platform,information sharing,social media influence information sharing relevant literature research in the integration of behavioral factors,social cognitive theory,social exchange theory,theory of reasoned action and a series of related theories,the WeChat public platform of information sharing behavior as the dependent variable,and thus puts forward 6 hypotheses corresponding to these assumptions,respectively,usefulness,interests,trust,information quality,information needs,social relations.Based on these factors and assumptions,this paper puts forward the research model.The data collected by questionnaire,and the data were analyzed by SPSS software and related statistical methods including correlation analysis,questionnaire analysis,reliability and validity analysis,variables and regression analysis.The results of the data analysis verify the 6 hypotheses proposed in this paper,of which there are 4 hypotheses,and the 2 assumption is not valid.It is found that the information quality and information needs have no significant effect on information sharing behavior,but the usefulness,trust,interest demand,social relations have a significant impact on information sharing behavior.According to the analysis results of the influencing factors of WeChat public platform information sharing,this paper puts forward some suggestions to promote the information sharing behavior of WeChat public platform.