The Research On People’s Motivation For Using RenRen.com

According to the report from China Internet Network Information Center<31stChina Internet Development Condition Statistics Report>:Up to the end ofDecember2012, the scale of Chinese Internet Users reached564million, the internetusers increased by50.9million, the internet popular rate was42.1%. To the end ofDecember2012, Chinese Internet Users per capita hours online increased to from18.7hours to20.5hours each week, compare to2011which was increased1.8hours.By the end of December2012,the number of Chinese Social Networking Site userwas275million, the rate of Social Networking Site Using was48.8%, compared tothe last year which was promoted to12.6%.The Social Networking Sites occupies an extremely important weight forusing,which has a large amount of customers, RenRen.com is one of the most typicaland polular Social Networking Sites.RenRen.com based on the “people” as the coreof Social Networking platform, it goes on the domestic market as the name of‘XiaoNei.com’ in December2005, the development of ‘XiaoNei.com’was not smoothwhen it entered to the domestic market early, it occupies a stable market with itsunique features after several reforms.This paper researches on the ‘RenRen.com’, using the Uses and Gratificationstheory in Communication and Hierarchy of Needs theory in psychology to analysisthe users’ motivation of RenRen.com, and searches for the influence factors whenusers with different demographic characteristics using RenRen.com.This paper body contains four chapter, including introduction and conclusionand revelation the total is six parts. The first part is introduction, which includingresearch background, literature review, research significance, research theories andresearch methods. The literature review including the review of Psychology ofCommunication, Motivation and research status of RenRen.com. In the researchtheories part,it includes Uses and Gratifications theory and Hierarchy of Needs theory. The second part which is the first chapter is the analysis of the users’ cognitivemotivation to use the RenRen.com, which is divided there sections: the fast andconvenient new things in RenRen.com meet the cognitive needs of users,themotivation of users use the RenRen.com to get the required message and searchsympathetic chord. The third part is the second chapter which is the analysis of theemotional motivation of users, it analysis there aspects: the fashion personalityentertainment and game applications in RenRen.com meet the emotional needs ofusers, the motivation of users to use RenRen.com to express personal feelings, andthe motivation of users to use RenRen.com for entertainment. The forth part is thethird chapter which is the analysis of the behavior motivation, it is divided into threesections: informative personal page settings in RenRem.com meet the behavior needsof users, the motivation of users to use the RenRen.com to establish self_image, themotivation of users to use the RenRen.com to maintain personal relationships. Thefifth part is the forth chapter to get a conclusion of different motivations of users touse RenRen.com through the comparison of the research data, and compare differentsexual and levels of education of users use RenRen.com according to differentmotivations, get a conclusion of research data and research process. The sixth part isdivided into conclusion and inspiration, the conclusion part will answer initiallyquestion after the summary and the conclusion of the whole paper and give somesuggestions for the development of RenRen.com. After the research of RenRen.com,the author will make the research significance of this paper extend to the developmenttrend of the social media and give some relevant suggestions.