| In recent years,the number of social media platforms and users has exploded.Using social media to disseminate cultural information has become an important way for us to maintain our own social interaction,meet emotional needs and obtain creative benefits.And the analysis and interpretation of this phenomenon has high practical and theoretical significance.By reviewing domestic and foreign literature,it shows that previous studies have paid more attention to how to use social media to build a cultural communication position or how to promote better cultural communication effects.Meanwhile,there is rarely a fine-grained study of the generation mechanism of cultural information communication behavior from the perspective of users.Based on this,this study combines relevant theories to analyze the internal mechanism affecting the production of cultural information communication behavior from the perspective of users,and believes that it can provide platforms and content creators with a new perspective to improve the breadth and validity of cultural communication.This study analyzes the influence mechanism and causal complexity of social media users’ cultural information dissemination behavior.On the basis of the social cognition theory and self-determination Theory,the motivational variables affecting the willingness of users to disseminate cultural information are summarized and extracted from the perspectives of sociality,emotion and function,namely: self-efficacy,social outcome expectation,perceived enjoyment,emotional identity,relatedness and perceived usefulness,so as to construct an influencing factor model.Therefore,the data collection is carried out through the questionnaire collection platform,and the method of structural equation model is used to conduct empirical research on the data.In addition,in order to explore the causal complexity between the antecedent variable and the outcome variable,this study analyzes the configuration path that triggers the user’s high-cultural information dissemination behavior by using the method of fuzzy set qualitative comparative analysis on the basis of empirical test,and obtains the corresponding configuration path pattern.Firstly,empirical studies have found that:(1)self-efficacy and social outcome expectations do not have significant effects on users’ willingness to disseminate cultural information;(2)pleasure,emotional identity,sense of belonging,and perceived usefulness positively affect users’ willingness to disseminate cultural information;users’ willingness to disseminate cultural information significantly positively affects cultural information dissemination behavior.Secondly,the configuration study finds that:(1)high perceived usefulness and high cultural information dissemination willingness and high social outcome expectation are the core conditions that trigger users’ cultural information dissemination behavior;(2)low self-efficacy is the auxiliary condition for the configuration of high cultural information communication behavior.Based on the research conclusions,this study puts forward the following two suggestions: First of all,for content creators,it is recommended to start from the content quality and the presentation form of content themes,and strive to create cultural content information with rich core and novel perception;Secondly,for platforms,it is recommended to uphold the correct concept of righteousness and benefit,on the one hand,cultivate a healthy and positive creative ecology,and at the same time use the corresponding information push mechanism to select and promote high-quality content and expand the dissemination effectiveness of cultural information. |
