Research On The Influencing Factors Of Mobile Inernet User Referral Behavior Basing On Social Network

With the advent of the Mobile Internet(MI)era,the MI marketing concept is developing rapidly,word-of-mouth as one of the primary method of MI marketing concepts has becoming more and more important.Under the environment of MI,social networking software and applications with community function are super abundant,communication has broken one-way spread to multi-directional exchange,which makes word-of-mouth simpler,faster and more effective,consumer word-of-mouth activity is playing an increasing role for enterprise development and brand promotion.Meanwhile,since the characteristics and behaviors of consumers are changing,the study of traditional word-of-mouth recommendation behavior needs to be updated.The recommendation behavior needs to be carried out in a social network,especially under the MI environment.With the online mobile community culture being formed,the characteristics of the mobile community groups have a certain impact on their recommendation behaviors.In the past,there has been research on the influence factors of recommended behavior,but lack of analysis considering social network characteristics and characteristics of MI users'characteristics.This article will discuss the Mobile Internet users'recommendation behavior from the structure and relationship dimensions of social network.In this article,through summarizing the study of social network,recommendation behavior and Mobile Internet at home and abroad,analyzed the mechanism of recommendation behavior and Mobile Internet user' recommendation behavior,and in full consideration of the characteristics of the Mobile Internet,formed conceptual model of the structure,proposed the hypotheses,conducted models and verified the model.In this paper,the data was collected from the 192 valid questionnaires,we used SPSS20.0 for reliability and validity test to analyze the data quality and use AMOS 17.0 to fix the structure equation with continuous modification of variables and path.Finally,this paper obtained a ideal model with perfect fitting results,so as to provide a new idea for enterprises in brand and product promotion field in the era of Mobile Internet.