Research on Influencing Factors of Public Opinion Information Forwarding Behavior of Generation Z Group

Abstract

[Purpose/Significance] With the continuous development of network technology, the ways of information dissemination become more and more diversified, and the threshold of information dissemination becomes lower and lower. This not only facilitates people's life, but also brings information fog, information polarization and other problems, causing great harm to the network environment. Through the research on the forwarding behavior of Z generation group's public opinion information, this study finds out the influencing factors, so as to help relevant departments improve the network environment and put forward new ideas for the management and control of online public opinion information. [Method/Process] In this study, through questionnaire survey and semi-structured interview, a sample survey was conducted on the "group in Hefei, and the grounded theory was analyzed with the help of Nvivo12 software. A comprehensive research model of influencing factors of public opinion information forwarding behavior of Generation Z group was constructed, and the characteristics of Generation Z group were analyzed. [Result/Conclusion] The research shows that information content mediates the attributes of information receivers. The intermediary role of consumers' internal state in the process of e-commerce anchor attribute influencing consumers' online purchase intention; The external environment plays a regulatory role in the transmission chain of public opinion information.