Abstract: Opportunistic social networks can provide message dissemination service through encounters created by nodes’ movement in intermittently connected or completely disconnected wireless networks, but there are still some shortcomings in message dissemination efficiency and user experience. In order to promote the performance of dissemination system and improve the user experience, an opportunistic social network message dissemination mechanism based on node interest matching is proposed. A kind of opportunistic social networks with hybrid architecture is introduced to avoid problems such as incomplete information of network topology and low computing ability of nodes. Considering the fact that node behaviors and interests can both affect the performance of dissemination, the analytical method designed takes both of them as reference factors, and an improved co-clustering algorithm for data with complex relationship is proposed. In addition, the interest matching rate for nodes is used to show what percentage of buffer is occupied by the useful messages to user, and a novel message dissemination strategy is proposed to raise the rate. Simulation results show that the proposed scheme can both improve the capability of opportunistic social networks in terms of delivery rate, latency and buffer usage, and promote the performance of message dissemination systems in terms of efficiency, coverage rate and interest matching rate.