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.