Study On Herd Information Forwarding Intention In WeChat Moments With Different Strength Of Social Ties

In WeChat's address book,there are strong ties based on friends,and weak ties based on nodding acquaintances and even strangers.The large-scale identical or strong homogeneous herd information in WeChat Moments has brought growing impact on people's daily life and the entire society,which is closely related to the herd information forwarding behavior.Herd information forwarding behavior refers that when at least two people in Moments share the same or strong homogeneous information in a relatively concentrated time,the behavior of following to forward this information no matter whether you understand the information or not.This paper studies the influencing factors of the herd information forwarding intention in WeChat Moments with different strength of social ties,which has theoretical value and practical significance.Firstly,this paper analyzes the research background and significance,and reviews the domestic and abroad research status around the herd behavior in the network environment,the information forwarding behavior in social media,and the information behavior in WeChat Moments.Then,it elaborates the related theories of social ties,perceived value,perceived risk,social identity,and trust.On the basis of theories and literature,the perceived value and perceived risk are constructed as second-order variables,and a theoretical model of influencing factors of herd information forwarding intention in WeChat Moments is constructed.Next,the scale design and data collection are conducted.In the data analysis,this paper proposes a method to measure the strength of social ties in WeChat Moments based on the theory of social ties,and divides it into strong ties Moments and weak ties Moments.And compare the basic characteristics of WeChat Moments with different strength of social ties,and use Smart PLS software to analyze the strong ties Moments and weak ties Moments.The results show that: The herd information forwarding intention in the strong ties Moments is mainly negatively affected by perceived risk and positively affected by the group identity,and the trust variable affects the herd information forwarding intention through the mediating role of group identity.The herd information forwarding in strong ties Moments is more humane and rational.The herd information forwarding intention in the weak ties Moments is mainly positively influenced by perceived value,group identity and negatively influenced by users' education,and the trust variable influences the herd information forwarding intention through the mediating role of group identity.The herd information forwarding in weak ties Moments is more utilitarian and irrational.