Fu Hong, Luo Xiangying, Du Zhitao, Li Hui
[Purpose/Significance] This paper analyzes the variables that affect the social media information review and forwarding and their path of action, and constructs a theoretical model of the influence mechanism of social media information re-dissemination. [Method/Progress]Firstly, forwarding and comment behavior were selected as the main way of social media information re-dissemination;Secondly, influencing factors of information re-dissemination were considered from three aspects of information source, content and involvement;Thirdly, through the questionnaire survey of major domestic social media users, and from the perspective of communication and social psychology, the influencing factor model of social media information re-dissemination was built, and the involvement degree was discussed;Finally, structural equation model was constructed to verify the model. [Result/Conclusion] The research findings showed that, in addition to the popularity of content sources amount of information on forwarding behavior was not significant, The popularity and trust of social media content sources, the amount of information, the immersion and interest, and the involvement of users played an important role in the user's re-dissemination behavior. At the same time, the influence of source popularity on forwarding was negatively regulated by the involvement.