Abstract:

Retweet, as one of the most important function of microblog, has given it extraordinary influence compared with other online social network However, existing research mainly focused on the platform level, with individual level research to be done Based on use and gratification theory, data from 191 samples are analyzed and it is found that the retweet motivation contains four aspects: economic benefit motivation, seeking for social status motivation, entertainment motivation and socializing motivation Such motivation will also influence the actual retweet willingness and behavior of the users Moreover, it is also discovered that interpersonal trust has positive effect on actual retweet willingness and motivation indirectly, with the function of retweet motivation The results will help enterprises to get deeper understanding of customers’ retweet motivation, and make appropriate content strategies to attract customers and elevate the credibility of brand microblog

Key words: microblog, retweet motivation, use and gratification theory, interpersonal trust, content strategy