[Purpose/Significance] With the continuous development of network technology, the ways of information dissemination become more and more diversified, and the threshold of information dissemination becomes lower and lower. This not only facilitates people's life, but also brings information fog, information polarization and other problems, causing great harm to the network environment. Through the research on the forwarding behavior of Z generation group's public opinion information, this study finds out the influencing factors, so as to help relevant departments improve the network environment and put forward new ideas for the management and control of online public opinion information. [Method/Process] In this study, through questionnaire survey and semi-structured interview, a sample survey was conducted on the "group in Hefei, and the grounded theory was analyzed with the help of Nvivo12 software. A comprehensive research model of influencing factors of public opinion information forwarding behavior of Generation Z group was constructed, and the characteristics of Generation Z group were analyzed. [Result/Conclusion] The research shows that information content mediates the attributes of information receivers. The intermediary role of consumers' internal state in the process of e-commerce anchor attribute influencing consumers' online purchase intention; The external environment plays a regulatory role in the transmission chain of public opinion information.

With the rapid development of social media, the ways of information dissemination become more and more abundant, the speed of information dissemination becomes faster and faster, and information can be disseminated on a large scale in a very short time. Among them, the public opinion information has the most significant impact. If the public opinion information is not managed and controlled in time, it will pose a great threat to the network environment and even social stability. In this study, by modeling the influencing factors of public opinion information forwarding behavior of Generation Z group, the structural equation model was established to clarify the horizontal correlation among the influencing factors, and then the FISM method was used to find out the hierarchical relationship among the influencing factors, so as to deepen the overall cognition of public opinion information forwarding behavior of Generation Z group. The research shows that information utility is the most important factor affecting public opinion information forwarding behavior of Generation Z. Conformity psychology, altruistic motivation, self-promotion motivation, audience knowledge and information emotion are the middle-level influencing factors; Audience experience, audience relationship, information narrative mode, information text characteristics and crisis situation are the most direct and superficial influencing factors of Z generation group public opinion information forwarding behavior.