Research On Influencing Factors Of Social Media Information Forwarding Behavior Based On ELM

With the rapid development of the mobile Internet,WeChat plays an increasingly important role in daily communication,study work,marketing promotion,news push,corporate marketing,and government affairs.The WeChat public platform has developed into one of the most important social media platforms today,and is one of the mainstream channels for today's governments,enterprises and individuals to express their views and deliver information.How to improve the user's reading rate and forwarding rate of information,so as to achieve the desired communication effect,become the primary concern of the information release subject.Based on the Elaboration Processing Possibility Model(ELM),this paper studies the influencing factors of users'behaviors of forwarding social media information,so as to provide operational advice for operators of WeChat public platform to achieve better information dissemination.First of all,this paper uses literature research to understand the research results of experts on the factors affecting users' behavior of forwarding social media information,synthesizing the conclusions of various experts,and summarizing the research prospects and the inadequacies of research,and determining the key research of this paper.Secondly,on the basis of summarizing the experts'research on ELM model,based on the characteristics of ELM model,the research focus of this paper is put forward,and the questionnaire design,distribution,collection,collation and analysis of this research are carried out.Finally,the data collected by the questionnaire are collated.The reliability analysis and validity analysis are carried out,and then the structural equation model is used to fit,and the interaction between various factors is discussed,and the influence of each factor on the user's forwarding behavior.Through the research of the literature,this paper studies the influencing factors of user forwarding behavior from the two aspects of source and information characteristics.Source characteristics include:the reputation of the source,the reliability of the source and the relationship between the source and the user;the information characteristics include:the interestingness of the information,the usefulness of the information and the quality of the information.Through the structural direction path fitting analysis,it is concluded that the information quality has a positive impact on the information interest and information usefulness,thus affecting the user's forwarding behavior;the source reputation is positive for the source credibility and the social relationship between the user and the source.The influence,which affects the user's forwarding behavior;the influence of the social relationship between the source and the user is most obvious in the factors affecting the user's behavior of forwarding information.