社交媒体中用户信息偶遇分享行为的影响因素研究——以小红书APP为例

Research on the Influencing Factors of User Information Sharing Behavior in Social Media—A Case Study of Rednote

摘要: 在社交媒体蓬勃发展的时代，信息偶遇逐渐成为用户获取信息的重要方式，而分享行为则是信息传播的关键环节。本研究以小红书APP为对象，深入探究社交媒体中用户信息偶遇分享行为的影响因素。通过文献研究与实证分析，发现信息特征(如新奇性、实用性)、用户个体因素(如社交需求、自我呈现动机)、平台环境(如交互设计、社区氛围)均对用户信息偶遇分享行为产生显著影响。新奇有趣、实用价值高的信息更易引发用户分享；用户为满足社交需求、塑造个人形象，也倾向于分享偶遇信息；小红书良好的交互设计与活跃的社区氛围，进一步推动了分享行为。研究揭示了社交媒体用户信息偶遇分享行为的内在机制，为优化平台运营、提升信息传播效果提供了理论依据与实践参考。

Abstract: In the era of the vigorous development of social media, information serendipity has gradually become an important way for users to obtain information, and sharing behavior is a key link in information dissemination. This study takes Rednote (a social application) as the object and deeply explores the influencing factors of users’ information serendipity sharing behavior in social media. Through literature research and empirical analysis, it is found that information characteristics (such as novelty and practicality), individual user factors (such as social needs and self-presentation motivation), and platform environment (such as interaction design and community atmosphere) all have significant impacts on users’ information serendipity sharing behavior. Information that is novel and interesting, as well as highly practical, is more likely to trigger users to share; users also tend to share serendipitous information to meet social needs and shape personal images; the good interaction design and active community atmosphere of Rednote further promote sharing behavior. The study reveals the internal mechanism of users’ information serendipity sharing behavior in social media, providing theoretical basis and practical reference for optimizing platform operation and enhancing information dissemination effects.