Exploring the Impact of Platform Quality of WeChat Official Account on Users' Sharing Intention: The Mediating Role of Emotional and Cognitive Response Based on the S-O-R Model

In the current digital era, the study of user behavior on social media platforms is increasingly important. Based on the Stimulus-Organism-Response (S-O-R) model, this paper constructs a new model to explore the impacts of content quality, design quality, and technical quality of WeChat Official Accounts on users' sharing intention, with emotional and cognitive responses acting as mediators. Through an online survey, 184 valid questionnaires were collected and further analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that while design quality does not have a significant positive impact on sharing intention, both content quality and technical quality positively influence users' sharing intention. Furthermore, emotional and cognitive responses are found to mediate the relationship between platform quality (excluding design quality) and sharing intention. This study contributes to a better understanding of user behavior on social media platforms, providing practical insights for operators of WeChat Official Accounts to enhance online user engagement and sharing intention.