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【目的/意义】信息转发是社会化媒体信息散播的重要基础,而用户对信息的转发是对接收信息的加工处理过程。【方法/过程】本文基于信息加工的精细加工可能性模型(ELM)对用户在社会化媒体上的信息转发进行研究,构建了社会化媒体信息转发的理论模型。通过问卷调查,收集了326份有效数据验证了模型。【结果/结论】结果指出信息内容的有用性和有趣性通过中央路径影响转发,而信息传播者的可信度通过周边路径影响转发。
[Purpose / Significance] Information forwarding is an important basis for the dissemination of social media information, and the user’s forwarding of information is the process of receiving information processing. 【Method / Process】 This paper studies the users’ information forwarding in social media based on ELM, and constructs the theoretical model of social media information forwarding. A total of 326 valid data were collected from the questionnaire to validate the model. [Results / Conclusions] The results indicate that the usefulness and the interestingness of the information content are affected by the central route, while the credibility of the information disseminator is influenced by the surrounding route.