An empirical study on the motivation of reposting political micro-video based on the theory of planned behavior

With the emergence and increasing popularity of micro video, firms, institutions and the government use it as a propaganda tool, and political micro video is one important and interesting issue to be explored. This research aims to investigate users’ reposting behavior of political-micro video based on the theory of planned behavior together with use and gratification theory. We empirically collected 198 data and employed structural equation modelling for data analysis. The results show that theory of planned behavior is applicable and useful for understanding user's sharing activities in this research. The additional variables such as emotion and information quality can effectively predict users’ reposting behavior. This study helps better understand users’ re-posting behaviors of micro video.