关键词: 从众信息转发, 信息瀑布, 连接强度, 个体差异, 社会化媒体

Abstract: [Purpose/Significance] This paper aims to explore the key perceptual factors that influence the retweeting behavior of the herd and provide a reference for effective guidance of users' herding information retweeting behavior and standardization of the order of social media information dissemination. [Design/Methodology] From the perspective of information cascades and tie strengths, 352 valid samples were collected using the questionnaire method within individual perception differences as the starting point. The partial least squares structural equation modeling method were used to verify scale validity, and the independent samples t-tests, one-way analysis of variance （ANOVA）and two-way ANOVA were employed to analyze valid data. [Findings/Conclusion] The study finds that social media users have significant differences on their perception of variables such as strong ties, weak ties, absent ties, and herding information retweeting behavior due to individual differences. The higher the level of different types of ties strengths is, the higher users' perceptions of herding information retweeting behavior are. Moreover, the relationship between users' individual basic characteristics and herding information retweeting behavior varies with the degree of tie strengths, with strong ties to gender and weak ties to discipline having significant interactive effects on herding information retweeting behavior. [Originality/Value] The result of this research will provide a new theoretical perspective for future herd behavior and information retweeting behavior research, which helps to enrich and deepen the existing research in these fields.

Key words: Herd information retweeting behavior, Information cascades, Tie strengths, Individual difference, Social media