Research On Audiences’s Psychology And Behavior Regarding To Official Microblog Of TV Entertainment Program

With great influence and rapidly rising of audience,the microblog has causedphenomenon of "the popularity of microblog".Quite a few traditional mediasforecast the development prospects of microblog, and then start to cooperate withmicroblog. Many television entertainment programs open their own officialmicroblog with the help of microblog platform.This research is focused onaudience of television entertainment program who use microblog. It is based onMaslow’s hierarchy of needs, Uses and Gratifications,functional theory of attitudes,excepting to understand the composition of the microblog users among televisionentertainment program audience, their motivation, behavior and attitude. We wantto find the relations among them. At the same time, it aims to find out the regionaldemographic differences.In this study, I collect data through survey, and then use SPSS19.0software toanalyze the samples. Main methods of analysis include the following: Reliabilityanalysis, Descriptive Statistical analysis, Factor analysis, Chi-square test,Independent samples test, Analysis of Variance, and Scheffe multiple post hoccomparisons. According to the result of these analysis, the following conclusionhas been drawn.1. The motivation of using official microblog includes themotivation deriving from emotions, from information, and from social factors. Thepurposes of those users are to gain emotional enjoyment.2. The motivationgenerates positive influence towards those audiences and partially affect theirattitudes.3. The usage attitude will positively influence audience behavior.4.Different demographic variables of TV entertainment program official Microblogaudience have significant differences in their use of motivation.5. Differentdemographic variables of TV entertainment program official Microblog audiencehave significant differences in their use of behavior.6. Different demographicvariables of TV entertainment program official Microblog audience have nosignificant differences in their use of attitude.Hope to enrich the resrarch of audience and provide reference for followingresearchers through this research. At the same time, hope to help the operator oftelevision entertainment program official microblog understand more about the usemotivation,behavior and attitudes of its audience and create out the microblogwhich is higher meet the need of audience. By enhancing the attractiveness and getting more attention of audience, the operator will finally achieve social benefitsand economic efficiency.