Microblogging Reposting Mechanism: An Information Adoption Perspective

This study uses the Elaboration Likelihood Model(ELM)and social presence theory to examine the microblogging reposting mechanism.Subjective and objective data were collected from 216 respondents in a field experiment.The results indicate that information quality and source credibility of microblogging messages affect users’reposting intention by affecting their perceptions of the usefulness and enjoyment of the information.Perceived enjoyment has a greater impact on reposting intention than perceived usefulness.Furthermore,users are able to perceive social presence when interacting with microblogging messages.Social presence plays a full mediating role between information quality and perceived enjoyment,and a partial mediating role between information quality and perceived usefulness.