Study on the Influential Factors of Micro-blog Forwarding

Abstract

The secondary forwarding of micro-blog can realize the fission transmission of micro-blog information, so the researches on Influential Factors of micro-blog retweeting has become a research hotspot of current scholars. Based on Lasswell’s 5W model, this paper comprehensively analyzes the factors influencing micro-blog forwarding from the standpoint of disseminator, content, channel and audience, and puts forward 16 research hypotheses, then constructs an influential factors model of micro-blog retweeting, and finally verifies the hypothesis based on binary logistic regression analysis model. Data analysis results show that the count of the fans of a disseminator, count of micro-blogs of a disseminator, mean count of micro-blogs being forwarded of a disseminator, mean count of micro-blogs being commented and thumbed of a disseminator, length of micro-blog, popularity of micro-blog, followees count of an audience, activity of audience retweeting, an audience’s retweeting concern to his followee show a positive effect on the behavior of retweeting, while richness of micro-blog, emotion words, count of fans of the audience have a negative impact on the retweeting behavior.