An Empirical Study On The Impact Of Social Benefits And Costs On The Willingness To Spread Social Media Word Of Mouth

Social media has been further intelligently developed in the Internet Web3.0 era.So far,it has greatly changed the way people socialize and the pattern of the Internet.Thanks to the unique large user groups,strong social relations and high activity of social media,the phenomenon of users accustomed to spreading word-of-mouth information on social media has become more and more obvious,and social media +digital marketing has gradually become the focus of businessmen's attention.Based on the theory of social exchange,this study explains people's social media word-of-mouth communication behavior from the perspectives of social benefits and social costs,and explores the correlation between the three.In the theoretical sense,the application of social exchange theory in the research of social media word-of-mouth is expanded,and in the practical sense,it provides new ideas for businesses to better grasp consumer psychology and promote positive word-of-mouth communication.This study uses empirical research to construct a theoretical model.There are three independent variables under the social benefit dimension,self-expression,social maintenance,and the pleasure of helping others;under the social cost dimension,three independent variables are privacy concern,perceived responsibility and conflict of opinions.At the same time,verify whether there are significant differences in consumers' willingness to spread social media word-of-mouth under the moderating effect of different emotional valences.This study uses questionnaire survey method to test the structural equation model on the collected 407 valid samples.The research results show that self-expression,social maintenance and the pleasure of helping others have a positive and significant impact on the willingness to spread social media word-of-mouth;privacy concerns,perceived responsibility,and conflict of opinions all have a significant negative impact on the willingness to spread social media word-of-mouth;The regulating effect of emotional valence is not significant.The innovations of this research include theoretical innovation and model innovation: one is to use social exchange theory to explain social media word-of-mouth communication behavior;the other is to optimize and add new variables to further improve the research model.This research also provides some enlightenment for businesses' word-of-mouth marketing in terms of social media platforms,functions,topics,etc.: Improve word-of-mouth sharing platforms,optimize word-of-mouth sharing functions,and provide consumers with greater self-expression under the premise of ensuring privacy and security.Stage;Innovate word-of-mouth topic marketing,promote online social behaviors,attract consumers to participate with more attractive topics and novel marketing methods;stimulate word-of-mouth sharing motivation,encourage positive word-of-mouth communication,and improve compensation after unsatisfactory consumption;Based on service quality,improve brand competitiveness.