The Willingness Of Microbloggers Forwarding Commercials

In recent years,the rapid development of social networks has promoted the spread of information.The emergence of social media has created a more rapider and convenient access to get information.As a typical representative of the social media era,microblog gathers a large number of information and has powerful information transmission energy.Microblog has become an important stage to promote enterprise and brand culture.The promotion and dissemination of business information in microblog has become more efficient and convenient.However,it needs to make a deep research to spread commercials to the greatest extent and expand brand influence at the fastest speed in microblog.The spread of microblogging information is more dependent on user forwarding.In order to have a better understand the mechanism of Weibo's commercials information dissemination,this thesis studies the influencing factors of microblog users' willingness to forward commercials information from the perspective of Sina Weibo's commercial information forwarding behavior.Firstly,the thesis introduces the background and significance of this research,and analyzes and reviews the achievement of domestic and foreign research,and elaborates on Convince Communication theory,media richness theory,motivation theory,and rooted theory.The introduction of theory lays a theoretical foundation for following research.Secondly,this thesis uses in-depth interviews and three-level coding of grounded theory to obtain the main line that can clarify the occurrence of user forwarding behavior and combines the literature review to determine the relevant variables.Based on the theory of communication persuasion,combined with the theory of media richness and the idea of SOR model,this thesis constructs a theoretical model for studying the willingness to forward commercial information.From the dimensions of media richness,information content characteristics,source characteristics and engine rotation,the thesis explores the influence of Weibo users on the willingness to forward commercial information,and analyzes the influence relationship between them.Thirdly,this thesis does empirical analysis by using the questionnaire servey anddoes data analysis of 381 valid questionnaires and analyzes the basic characteristics from the perspective of gender and occupation.Moreover,it uses SPSS software to do descriptive statistical analysis and reliability and validity analysis,and uses AMOS software to test the theoretical model and research hypothesis.In the end,the results of the analysis are further discussed.Finally,based on the results of empirical analysis,the recommendations on Weibo's commercial information forwarding are proposed from the four dimensions of optimizing platform services,enriching content construction,strengthening blogger cooperation and paying attention to user thinking,which helps Weibo platform,enterprises and individuals increase the volume of their commercial information spreading and forwarding.It will realize the maximum spread of Weibo's commercial information.