Research On Factors Of The Information Utility Of Enterprises Social Media Form The Perspective Of Information Ecology

With the continuous development of mobile Internet technology,social media has become a key position for information dissemination and communication,and has played an important role in enhancing the "user-enterprise" information interaction.Companies gradually turn their attention to information management and start to use social media for brand promotion,product release and other activities in order to achieve business purposes such as customer base maintenance,potential user mining and product sales enhancement.However,because the management of enterprises on social media platforms is still in the exploration stage,a scientific and efficient operation mechanism has not yet been formed,and there are problems such as poor content quality and poor service professionalism,which cannot effectively meet the information needs of users and fail to produce sufficient information utility.From the perspective of information ecology,analyzing the factors influencing the effectiveness of enterprise social media information and the interaction between them can not only systematically grasp the ways to improve the satisfaction of users’ information needs,but also provide reference for enterprises to use social media to effectively carry out information services and marketing activities,thus promoting the benign operation of enterprise social media management activities.Firstly,this paper defines the concept of enterprise social media information utility based on relevant theoretical research and in conjunction with actual practice.Secondly,this paper uses the rooting theory research method from the perspective of information ecology to explore the factors influencing the social media information utility of enterprises,and extracts 59 initial concepts and 22 initial categories through three-level coding.The final abstraction is divided into six main categories: information content quality,information service quality,social media platform environment,social influence,positive emotional experience and information literacy,and a theoretical model of rooted research is formed after clarifying the interaction between the main categories and enterprise social media information utility.Thirdly,this paper combines the analysis results of rooting theory with related studies,proposes a research hypothesis and constructs a model of factors influencing enterprise social media information utility from the perspective of information ecology.Fourth,this paper used two rounds of pre-test and formal survey to distribute the questionnaire,and used sample characterization,reliability test,covariance test and correlation analysis to verify the reliability and validity of the data.On this basis,this paper uses structural equation modeling,Bootstrap and hierarchical regression method to analyze the questionnaire data and explore the specific influence and path of each factor on the utility of corporate social media messages.The results of the qualitative analysis and empirical research show that:(1)from the perspective of information ecology,the factors influencing the information utility of enterprise social media include information content quality,information service quality,social media platform environment,social influence,positive emotional experience and information literacy,and there are interrelated effects between each factor and information utility and its internal;(2)Information content quality,social influence,and positive emotional experience positively influence the utility of corporate social media messages;information content quality,information service quality,and social media platform environment all have positive and significant effects on social influence;information content quality and information service quality positively influence positive emotional experience;and there is no significant effect relationship between social media platform environment and positive emotional experience;(3)Social influence and positive emotional experiences partially mediate the relationship between the quality of information content and the utility of corporate social media messages;(4)Information literacy has a significant moderating effect between information content quality and information utility,social influence and corporate social media information utility.The main purpose of this study is to analyze the influencing factors of enterprises social media information utility from the perspective of information ecology,so as to provide operable methods for further improving the satisfaction of user information needs and exerting information utility.The summarized management recommendations mainly include five aspects:first,pay attention to the quality of information content.Second,attach importance to the quality of information services.Third,expand social influence.Fourth,pay attention to users’ positive emotional experience and information literacy.Fifth,reasonably choose the platform to settle in.In addition,this study provides a new research perspective and paradigm for the research on the influencing factors of information utility of enterprises social media,and makes theoretical and practical contributions to a certain extent,which has guiding significance for enterprises to rationally operate social media and improve information utility.