Research On Influence Factors Of Microblog Users’ Forwarding Behavior Under The Social Security Incident

Because Micro-blogging releases the information relevant to the events timely, it becomes one of the biggest platform for discussion about the crises in all kinds of crises. Social security incident with sensitivity, severity, and occasionally hostile characteristics will generate a lot of negative information inevitably. Moreover, the geometric growth of the negative information will soon be enlarged several times or even several times by Microblog users forwarding. To a certain extent, they will affect the attitudes and cognitive of user, and affect the development of the events. However, propagation of social security incident in Microblog also has its positive side, such as the heroic deeds, the spirit of national unity and so on.This information enhances the cohesion of the Microblog users, and makes the events smoothly solved. It is important to Government Microblog for controlling the development of online public opinion when they know the influencing factors of Microblog user’ forwarding behavior under the social security incident.In this paper, we combine with the characteristics of social security incident and Microblog and have the four core variables of the original model : Performance Expectancy、Effort Expectancy、Social Influence and Facilitating Conditions, add the new variables including the “Incentive to Repost” and “Perceived Risk”, join gender, age, job as control variables, summarize conceptual model of influencing factors of Microblog user’ forwarding behavior under the social security incident based on the modified Unified Theory of Acceptance and Use of Technology model. This paper choices the Microblog users as the aspect of survey and does an empirical investigation, and got primary data by Questionnaire Investigation Method to send 788 questionnaires and get 729 valid questionnaires. SPSS 19.0 is the main tool to do the data descriptive analysis, reliability analysis and analysis validity, correlation analysis and regression analysis, this paper verifies the effect of ten factors on usage intention and use behavior of Microblog users.The major conclusions include::(1) Under the social security incident, the impact on Willingness of users forwarding micro-blogging can be listed from the biggest effect to the smallest as follows: Social Communication, Entertainment, Performance Expectancy, Self-identification, Social Communication, Perceived Risk; the impact on Behavior of users forwarding micro-blogging can be listed from the biggest effect to the smallest as follows: Facilitating Conditions, the Willingness to Repost, Social Communication, Self-identification.(2) Under the social security incident, Effort Expectancy, Information Access, Expressing Openly have no significant effect on Willingness of users forwarding micro-blogging, and Information Access, Expressing Openly, Entertainment has no significant effect on Behavior of users forwarding micro-blogging.(3) Under the social security incident, Performance Expectancy, Social Communication, Perceived Risk and the Willingness to repost are affected by age, and Social Communication and Behavior of forwarding affected by Gender and Age, but Job have no effect in this paper on Willingness and Behavior of users forwarding micro-blogging.Finally, this paper puts forward some necessary suggestions and inspiration to Microblog service providers and Government Microblog according to the conclusion.So they can make use of the forwarding function to control provides some theoretical guidance for developing Microblog market and the the orientation of public opinion under the social security incident. In addition, this paper also indicates the innovation,research limitations and outlook of this paper.