基于社会认知理论的社交媒体用户转发行为研究

Research on Social Media Users' Forwarding Behavior Based on Social Cognitive Theory

近年来,社交媒体的出现极大地改变了人们获取信息的方式,然而对社交媒体信息传播中关键行为转发的相关研究还很少。本文选取社交媒体的典型代表微博作为研究对象,根据社会认知理论分析个体转发行为,将意见领袖作为其中的环境因素,研究意见领袖、个人认知的自我效能和结果期望对转发行为的影响。研究表明意见领袖和个人感知中的自我效能和期望因素直接影响个体转发行为,同时意见领袖又通过自我效能间接影响个体转发行为。

Recently,the emergence of social media has greatly changed the way for people obtaining information.Information can be spread quickly and widely through the forwarding behavior in social media.Taking micro-blog as an example,this study analyses individual forwarding behavior based on the social cognitive theory,takes the opinion leadership as environmental factor,and tries to find out how the opinion leadership,self-efficacy and outcome expectation affect the forwarding behavior.The result shows that the individual forwarding behavior can be directly influenced by the opinion leadership,self-efficacy and expectation of the personal perception,and indirectly influenced by the opinion leadership through self-efficacy.