The Influence Of Self Identification Product Information On Users’ Sharing Behavior In Social Media

Social media is a series of network application platforms built by using Web 2.0technology to create content,exchange views and share information for users.With the development of the Internet,social media marketing has become popular,and more and more users begin to share business information on social media.However,compared with the information released by marketers,the sharing from social media friends can create a halo effect of trust for product information,so it is very important for enterprises to attract and encourage users to share product information on their social media.Therefore,how to improve users’ sharing behavior of product information on social media has a certain research significance.By combing and reviewing a large number of literature on social media users’ sharing behavior,the author summarizes the shortcomings of existing research,and puts forward the research direction of this paper based on the problems existing in real life.The author based on self presentation and subjective norms,combined with the crowding out effect theory of self construction and motivation,this paper puts forward a framework model of affecting social media users’ sharing behavior.Specifically,this paper comprehensively considers the internal psychological and external incentive conditions that affect users,discusses the impact and intermediary mechanism of self-identity product information on users’ sharing willingness and sharing time,and further puts forward the regulation function of self construction type and economic reward.This paper designs and completes four experiments to test the hypotheses and models through behavioral experiments and questionnaire survey.The results show that self-identity product information can stimulate individual self presentation motivation,so as to bring more positive sharing intention and sharing time,and the type of individual self construction and the economic reward given by businesses play a regulatory role.In addition,this paper also discusses how to apply self-identity product information and economic rewards to the marketing strategy of social media advertising,and expands the theoretical connotation of consumer sharing behavior in social media,which has certain theoretical contribution and practical significance for the research and application of social media marketing.