Research on the influencing factors of public opinion information forwarding behavior of Generation Z group (Next): Mechanism of action

Abstract

With the rapid development of social media, the ways of information dissemination become more and more abundant, the speed of information dissemination becomes faster and faster, and information can be disseminated on a large scale in a very short time. Among them, the public opinion information has the most significant impact. If the public opinion information is not managed and controlled in time, it will pose a great threat to the network environment and even social stability. In this study, by modeling the influencing factors of public opinion information forwarding behavior of Generation Z group, the structural equation model was established to clarify the horizontal correlation among the influencing factors, and then the FISM method was used to find out the hierarchical relationship among the influencing factors, so as to deepen the overall cognition of public opinion information forwarding behavior of Generation Z group. The research shows that information utility is the most important factor affecting public opinion information forwarding behavior of Generation Z. Conformity psychology, altruistic motivation, self-promotion motivation, audience knowledge and information emotion are the middle-level influencing factors; Audience experience, audience relationship, information narrative mode, information text characteristics and crisis situation are the most direct and superficial influencing factors of Z generation group public opinion information forwarding behavior.