Research on the Repost Behavior of the Relational Virtual Community Members

The user's behavior in the relational network community is affected by psychological thoughts instead of profit; the research on the repost behavior provides strategies for the manager. This paper,based on the mental accounting theory analyzes the influencing factors of user's repost behavior in the relational network community,taking use of SEM to explore the relationships between variables. The results show that the information quality is negatively correlated with risk,and positively correlated with repost behavior; repost behavior is negatively correlated with risk,positively correlated with trust,and positively correlated with need for achievement,etc. This research proposes strategies for the manager of the relational network community,government and enterprises on the basis of customers and messages.