关系型网络社区用户转发行为研究

摘要

The user’s behavior in the relational network community is affected by psychological thoughts instead of profit; the research on the repost behavior provides strategies for the manager. This paper, based on the mental accounting theory analyzes the influencing factors of user’s repost behavior in the relational network community, taking use of SEM to explore the relationships between variables. The results show that the information quality is negatively correlated with risk, and positively correlated with repost behavior; repost behavior is negatively correlated with risk, positively correlated with trust, and positively correlated with need for achievement, etc. This research proposes strategies for the manager of the relational network community, government and enterprises on the basis of customers and messages.%以心理账户理论为基础，研究关系型网络社区用户转发行为的影响因素。运用结构方程模型，确定影响因素之间的关系。研究表明：信息质量与用户感知风险负相关、与用户转发正相关，用户转发与用户感知风险负相关、与用户信任和用户成就需要正相关等结论。从用户和信息2个角度出发，为关系型网络社区的管理者和政府企业等用户提出策略。