Research on Factors Influencing the Sharing Intention in Social Media

Object: Based on the information behavior theory, this paper focus on Sina Weibo users' forwarding behavior to explore information sharing behavior in social media. Methods: This paper constructs the sharing intention model with perceived information quality, perceived risk and trust. The author collects data through distributed questionnaires. Results: All paths are significant at the level of 0.05, thus supporting the hypothesis H1 similar to H6. Perceived information quality and trust have a positive impact on the willingness to share; Perceived risk has a negative impact on the willingness to share; Perceived information quality and trust have a negative impact on perceived risk. What's more, perceived information quality has a positive impact on trust. Conclusion: The empirical study shows that users' perceived information quality affects their perceived risk and trust, then these three factors affect the willingness to share. Our conclusion has practical significance for improving the development of social media. Social media users can improve their influence by enhance their information quality, reduce the risk, so that their fans will be more likely to forward their messages.