The Influence Of The Information Characteristics Of The Museum Microblog On The Information Dissemination Behavior Of The Audience

Museums are often regarded as a microcosm of the history and culture of a country or region,which carries the rise and fall of a country,the changes of cities,and records the history and memories of human beings.In recent years,with the sustained development of social economy and the rapid progress of cultural technology,the people’s demand for spiritual culture is also increasing.Museum is an important cultural resource reflecting human spiritual life,which shoulders the responsibility of displaying,educating and disseminating culture and information to the public and society.In the Internet era of rapid development of modern information technology,museums are not only traditional institutions for the protection and collection of cultural relics,but also institutions for shaping national and regional images and disseminating important cultural information.The development of the Internet era has a continuous impact on the traditional way of information dissemination of museums.Museums need not only their own continuous exploration and efforts,but also the role of new technologies such as media,Internet and social software.Micro-blog,as one of the most popular social software nowadays,has great advantages over other media in the speed and validity of information dissemination,and has become the main way for people to obtain and disseminate information and a new productivity serving all walks of life.How to make good use of micro-blog platform to promote the information dissemination of museums is a research topic worthy of discussion.This paper reviews and combs the previous literature on museum microblog,microblog information characteristics,introversive and extroversive personality traits,persuasion theory,theory of planned behavior and so on,and puts forward the research perspective of this paper,which takes the museum microblog information characteristics as independent variables,the introversive and extroversive personality traits as moderating variables,and the audience’s information dissemination behavior as dependent variables.As an intermediate variable,this paper constructs a model to study the impact of the information features of the micro-blog on the audience’s communication behavior.Based on other researchers’ mature scales,this paper designs a questionnaire,and collects the data by means of on-line and offline questionnaires.Through the empirical test of the questionnaire data,the conclusions of this paper are as follows.: the interest of museum micro-blog information has a direct positive impact on the audience’s willingness and behavior of information dissemination;the relevance of museum information and the audience’s willingness and behavior of information dissemination are not significant;The interactivity of museum microblog information directly and positively affects the audience’s willingness and behavior of information dissemination;the audience’s willingness to disseminate information plays a partial intermediary role between interest and audience’s behavior of information dissemination,and plays a full intermediary role between relevance,interactivity and audience’s behavior of Information Dissemination;The introverted and extroverted personality traits play a moderating role between the information characteristics of the museum microblog and the audience’s willingness to disseminate information;in the interesting aspect of the museum microblog information,the introverted and extroverted personality traits inhibit the positive relationship between the interesting and the audience’s willingness to disseminate information;in the correlation aspect,the more extroverted the audience’s personality traits are,the more they can promote the audience;Between the interactivity and the audience’s willingness to spread information,the introverted and extroverted personality traits do not play a moderating role.On the basis of the research findings,we give some advice on how to operate and construct the microblog,and sums up the limitations of this article,and looks forward to the future research.