Research On Influencing Factors Of Microblog Users’ Forwarding Intention Of College Students

Microblog has won a wide range of user groups because of its timeliness and richness of information feedback,and has become an important channel for the general public to obtain information.In the microblog,information can be transmitted quickly,creating an information platform where everyone is the creator,discoverer and disseminator.The forwarding function is one of the main channels of information transmission in the microblog.Research on the influencing factors in the formation of microblog users’ forwarding intention and understand the internal mechanism will help to guide and control public opinion and predict popular microblogs on the one hand,and understand users’ behavior on the other hand,so as to promote advertising marketing and help relevant service operators better optimize services.In this thesis,college students are selected as the research group.Based on social cognition theory,elaboration likelihood model and social identity theory,this thesis selects influencing factors of individual dimension(self-efficacy,outcome expectation),environmental dimension(social influence,social identity)and information dimension(information quality,information source credibility)to build a theoretical model.Then,291 valid data are collected by questionnaire,and the condition combination that determines the forwarding intention of microblog users is revealed by using the method of fuzzy sets Qualitative Comparative Analysis(fs QCA),and five practical suggestions are put forward according to the research results.The results show that:(1)The antecedents of microblog users’ forwarding intention of college students are complicated,and a single influencing factor does not constitute a necessary condition for microblog forwarding intention.Only when individual factors,environmental factors and information factors match each other can they affect the results;(2)The generation of users’ high microblog forwarding intention has five antecedent configurations and three types of core conditions,which can be further classified into information source credibility loss type,individual and environment leading type,environment and information leading type,and individual,environment and information comprehensive leading type.Among all the core conditions,social identity,social influence and information source credibility appear the most frequently,while the emergence of self-efficacy factors is not necessarily the core condition,but the total number is also more,showing its important role.(3)The antecedents of users’ low microblog forwarding intention have two antecedent configurations and two types of core conditions.Through comparison,the results show that the antecedent configurations of high forwarding intention and low forwarding intention are not completely opposite,the core conditions are not exactly the same,and they are asymmetric.