Influence Of Relationship Type And Information Type On Social Network User' Willingness To Forward

In recent years,social networks have brought tremendous changes to people's lives and social development by virtue of their large number of users,convenient information dissemination channels and special ways of information dissemination.Not only is an indispensable tool for people to communicate,but also gradually become an important channel for merchants to promote marketing.In social network environment,information dissemination mainly depends on user's forwarding behavior.As the most important core function of social network,forwarding plays a decisive role in information dissemination.Some scholars have explored the influencing factors of social network users' willingness to forward,but most of the researches start from two aspects of the user's personal motivation and psychological perception.There is relatively little literature about the user's willingness to forward in combination with the user's relationship,the user's personality and information content.Therefore,based on the theory of information dissemination,user behavior and personal characteristics,this study examines in depth the impact of relationship types and types of information on social network users' willingness to forward,and explores the regulatory role of power distance and Big Five personality.The results of variance analysis,linear regression and independent sample T-test show that:(1)Both the relationship type and the information type have a significant impact on the willingness of social network users to forward.When the relationship between users is subordinate.The willingness to forward of social network users is significantly stronger than that of parallel relationships,and users are more willing to forward hedonic information than utilitarian information in social network environment.(2)The willingness to transfer,the willingness to transfer,and the willingness to relapse play a mediating role.For the users with low propensity to distance,the influence of the type of relationship on the willingness to forward is even more obvious.(3)The personality traits of neurotic and experiential openness play a significant role in the relationship between information type and intention to forward.In theory,this study defines the types of relationships and types of information,introduces relevant variables in organizational behavior and psychology,and expands the research on the relationship between power and personality,which enriches the empirical research on the willingness of users in social networks to forward their ideas.In practice,on the one hand,social networking platforms can help social networking platforms understand the information needs of different types of users more clearly and take effective measures to improve user stickiness;on the other hand,they can guide enterprises to make use of social networks for brand promotion and online marketing Information dissemination effect.