Research On Influencing Factors Of Social Contagion Behavior In Social Media Product Reviews

The rapid development of the Internet is constantly improving people’s study,work and life.The emergence of social media has changed the process of human information dissemination,and gradually replaced newspapers,television,radio and other media as the main way of information dissemination.The construction of online social network breaks the limitation of offline social circle and realizes the cross time and space communication of users in social network.As early as the late 19 th century,the phenomenon of social convergence in which individual behavior and attitude have an impact on others has aroused great concern of some scholars,and put forward the concept of "social contagion".Since the 1950 s,social contagion has been verified in many social fields“ The phenomenon of "social contagion" is not only reflected in the strong connection dominated social circle,but also extended to the weak connection dominated online social circle with the emergence of online social networks.Based on the previous research experience of social contagion,this paper studies social contagion from the perspective of social media product reviews.Microblog is taken as the research scope of social media.The research methods mainly include questionnaire survey,key event method and structural equation modeling.In order to reveal the causes of social contagion of social media product reviews more comprehensively,this study divides the influencing factors of social contagion of product reviews into four modules,including publishers of social contagion content of product reviews,social contagion content of product reviews,audience of social contagion of product reviews and social contagion environment of product reviews.All the chapters of this paper focus on the core vocabulary of social contagion.Specifically,the first chapter mainly introduces the research status of social contagion and its related fields,including social media users’ information adoption behavior,social media users’ information dissemination behavior,social media product word-of-mouth communication,social media information literacy and social contagion research status;The second chapter briefly summarizes the theoretical basis of this study,including social media product reviews,social contagion theory,information dissemination process theory,herding and conglomeration theory,and technology acceptance theory;In the third chapter,the influencing factors of social contagion behavior of social media product reviews involved in this study are analyzed from four aspects: publisher of social contagion content of product reviews,social contagion content of product reviews,social contagion audience of product reviews and social contagion environment of product reviews;The fourth chapter and the fifth chapter respectively put forward the research hypothesis and carried on the verification.It is found that the richness and relevance of social media product reviews have a significant positive impact on users’ perceived usefulness;There is a significant positive correlation between the perceived usefulness of product reviews and the popularity,professionalism,interactivity and uniqueness of social contagion content publishers;Herding has a significant positive impact on the perceived usefulness of product reviews;Perceived usefulness has a positive impact on social contagion of product reviews;In addition,the study also found that there is a significant positive correlation between the audience’s perceived interest and the perceived usefulness of product reviews.This study enriches the content of social contagion research.The conclusions of this study provide a reference for social media product advertisers to achieve more large-scale product promotion.At the same time,it also puts forward useful suggestions for consumers’ herd behavior.