The Effect Research Of Zhihu Media Consumption

Zhihu is a “Real-name system” for the registration of the Q&A social network sites(Question&Answer social network sites).This website converge on the elites from all walks of life,these elites have different educational backgrounds and different social experiences.These people use the Zhihu to ask questions or answer questions and to connect with others.Besides,they always share each other's professional knowledge or life experience in this website.As of January 2017,ZhiHu has more than 65 million registered users,18 million 500 thousand active users to access and use the average every day.This paper is combined with the theory of communication,sociology and psychology,trying to taking a audience perspective.This paper tries to draw out the population characteristics of the Zhihu users,to reach their media consumption in Zhihu,and then to provide reference recommendations for the operational managers.This research is based on the empirical investigation,using the “questionnaire method” and the “in-depth interview” to investigate Zhihu users.At the same time,this reach combined with content analysis,to study the information characteristics of the network and the Zhihu user's content preferences.This study found that the Zhihu user's perception level of media consumption is high,and their perception level of media consumption is get improved to some extent when they use Zhihu.However,the Zhihu user is not keen to "share" and "Q & A",the main way they use it is to simply browse the information.The user has obvious dependency,participation and interactivity in media consumption perception.The users' main motivation of media consumption in Zhihu is to obtain information and knowledge,communicate with others,receive honor and so on.Zhihu users' media consumption emotion is an important psychological factor for their media consumption.Their recognition of the Zhihu's contents has an impact on the user's media consumption emotions to some extent,and then set off the user's "emotional integration" or "emotional alienation" of the websites.The Zhihu'user believes that the order of the information within the site is knowledge> News> Advertising> Entertainment.This consciousness reflected in the user's media consumption behavior,most of them are use Zhihu to “enrich themselves”,and the main way they browse Zhihu is to “Directly search for information of interest”.