文章结合认知负荷视角探索从众信息搜索的驱动因素，旨在引导用户进行理性的从众信息搜索行为。以微博热搜为例，基于扎根理论对原始访谈数据进行了三级编码。在开放编码中，分析得到219个初始概念和31个基本范畴。在主轴编码中，提炼出12个主范畴。在选择编码中，通过梳理范畴间关系结构，确定“从众信息搜索行为”为核心范畴，构建了从众信息搜索驱动因素的理论模型，发现内在认知负荷（信息质量、感知有用性）、外在认知负荷（信源可信度、声誉、感知易用性）、关联认知负荷（信息需求、感知信息控制、习惯）、感知收益、情感体验、主观规范对从众信息搜索产生直接影响。

This paper explored driving factors of herd information searching from the perspective of cognitive load in order to guide users to conduct rational herd information searching. Taking Weibo Hot Search as a case, grounded theory was employed to analyze and code original interview data in terms of three levels. During open coding, 219 initial concepts were obtained and 31 basic categories were elicited. During axial coding, 12 main categories were elicited. During selective coding, herd information searching was identified as the core category by combing the relationship structure among categories. A theoretical model about driving factors of herd information searching was developed. It is found that intrinsic cognitive load (information quality, perceived usefulness), extraneous cognitive load (source credibility, reputation, perceived ease of use), germane cognitive load (information needs, perceived information control, habit), perceived benefits, emotional experience and subjective norms have direct impacts on herd information searching.