社会化媒体内容分享意愿的影响因素研究——以微博用户转发行为为例

A Study About The Influencing Factors of Social Media Content Sharing Desire: Taking Microblog Users' forward behavior as an Example

社会化媒体的兴起改变了人们信息分享的方式,发挥出传统媒体所不具备的新型媒体效应,主要表现为信息传播中内容的主动创造、去中心化和双向发布。本文以微博用户转发行为为例,基于信息行为理论和消费者行为理论,构建社会化媒体中感知内容质量、感知风险和信任信念的用户内容分享意愿研究模型。实证研究表明,用户对内容质量的感知影响了对风险感知以及信任信念,三者共同影响了最终的分享意愿。该研究结论对推进社会化媒体发展具有一定理论和现实意义。

The pattern of information sharing has been changed by the rise of social media, showing a brand-new media effect compared with traditional media. Its main characteristics include creating contents initiatively in the process of information dissemination, decentralization and bidirectional release. In this study, based on information behavior theory and consumer behavior theory, we take microblog users' forward behavior for example, to construct a research model about the quality of perceived information, risk of perception and trust belief in social media. The empirical results indicate that the quality of perceived information will influence users' perception of risk and trust belief, and finally, these three factors influence sharing desire. This conclusion has theoretical and practical value for developing social media.