Study On The Impact Of Social Cues On Users’check-in Intention In Social Media

In the new media era,check-in,a traditional means of attendance,has been given the meaning of the Internet era.Because of its efficient promotion method,it has been valued by enterprises,brands and social media platforms,transforming it into a consumption guidance tool.In social media,the user’s active check-in behavior can make the secondary dissemination of consumer experience and content,forming a word-of-mouth effect,so as to attract potential consumers.It can also further give more cultural meaning to the products,scenic spots and services shared by these punch in,so as to create online popularity check in spots.However,in the social media platform with serious homogenization of information content and serious overload of information quantity,it has become the research direction of marketing promotion to increase the attraction to users and follow the intention to check-in through clues other than the content itself.Therefore,based on the S-O-R model,taking social cues as external environmental stimuli,combined with existing theories and research,this paper introduces two variables: perceived similarity and social presence as cognitive feelings in the body,perceived usefulness,trust,social identity and self-efficacy as emotional experiences affected by cognitive experiences,and finally has an impact on users’ intention to check-in.The research data are collected through the scenario simulation combined with the questionnaire.Through the scenario simulation experiment,the path of the subjects’ perception of usefulness,trust,social identity and self-efficacy under the different influence of the two social cues is explored.518 valid data were obtained.Through the analysis of the data by SPSS and Amos,it was found that the impression social cues and interactive social cues had a significant impact on users’ clock in intention in the context of social media,and the two social cues would affect users’ check-in intention through two different paths: perceived similarity and social presence.This study takes the social cues perceived by browsing the check-in page in the social media context as the starting point,and divides the social cues into impression type and interaction type according to the existing research and actual situation.Through the two action paths of perceived presence and similarity effect,users’ check-in intention is affected respectively.The results show that individuals can punch in more effectively in social media platforms,media platforms,brands and enterprises,and reasonably improve the benefits of check-in promotion;As well as the government level how to treat the clock in hot culture rationally.