Study On The Cognition And And Influential Factors In Social Media Users' Transfer

With the development of wireless networks and the popularization of smart terminals,the Internet has evolved from the initial portal era to the social media era.In this era,users can use social media to produce and disseminate information.Media collects relevant data and traffic generated by user behavior to realize its own commercial value and obtain economic benefits.The advent of the Web3.0 and 5G era has also changed the behavior of social media users,and caused users to transfer their wishes and behaviors.In order to clarify the transfer intentions of social media users and their influencing factors,this study took the transfer intentions of QQ users to We Chat as an example,based on the cognitive-emotional-intention(C-A-C)paradigm,and constructed a model of factors affecting the transfer intentions of social media users.Through the data analysis of the 565 valid questionnaires collected,combined with the push-pull-anchor(PPM)theoretical framework,the influencing factors of social media users 'willingness to transfer are obtained,namely: push factors,including perceived information overload,perceived functional overload,Perceived information privacy risks;pull factors,including perceived popularity,perceived usefulness.In addition,perceived information overload,perceived functional overload,perceived information privacy risk,perceived usefulness,and perceived popularity will affect the willingness to transfer(Cognitive)by affecting satisfaction(Affective),and satisfaction plays between cognition and intention Play an intermediary role.Finally,the anchoring factor,namely the transfer cost,will play a moderating role in the relationship between the user 's perceived information privacy risk and satisfaction with QQ.