Author(s)

Shengxue Cheng, Changbin Jiang, Kaijiao Ren

Corresponding Author

Shengxue Cheng

Abstract

The rapid increase in the number of media microblogging news releases has made large multimedia ignore the impact on the behavior of news information users. This paper uses the Elaboration Likelihood Model (ELM) as the framework to select 10 news media accounts with great influence. Taking the “40th Anniversary of Reform and Opening” as an example, the information characteristics of blog posts are extracted from the central path, and the central path is constructed. The model of the impact of information characteristics on user behavior is verified by regression analysis. The results show that the guidance, summary, interesting of the media microblogging center blog post positively affects its users’ forwarding, commenting and liking behaviors. The blog post interactivity only has a significant impact on the user's comment behavior.

Keywords

Central path, media blog, information characteristics, user behavior