信息生态视角下社会化媒体用户信息分享行为影响因素研究

Research on the Influential Factors of Social Media Users’Information Sharing Behavior from the Perspective of Information Ecology

探究社会化媒体用户信息分享行为影响因素,有助于了解社会化媒体用户的信息共享行为,推动社会化媒体的可持续发展。基于信息生态视角,结合计划行为理论构建社会化媒体用户信息分享行为影响因素模型,并运用问卷调查法和结构方程模型法验证模型的有效性。研究结果显示:信息人维度的利益诉求、自我效能,信息维度的信息有用性、信息易用性,信息环境维度的交互氛围、主观规范,信息技术维度的技术安全对用户信息分享意愿有积极影响;信息人维度的习惯、信息技术维度的技术支持和技术安全对用户信息分享行为存在促进作用;信息分享意愿对信息分享行为也有较显著的影响。

Exploring the influential factors of social media users’information sharing behavior is helpful in understanding the information sharing behavior of social media users and promoting the sustainable development of social media.Based on the information ecology perspective and the theory of planned behavior,this study constructs a model of factors influencing social media users’information sharing behavior and validates the model’s effectiveness by questionnaire survey and structural equation model.The results show that the following factors affect users’information sharing behavior:information person’s interest appeal and self-efficacy,information usefulness and usability,the interactive atmosphere and subjective norms of information environment,and information technical security which positively influences users’willingness to share information.The dimension of information person,including people’s habit,and the dimension of information technology,including technical support and technical security,have a promoting effect on users’information sharing behavior.The willingness to share information also has a significant impact on information sharing behavior.