A Research Of Users Behavior Of Virtual Communities Based On The Use And Gratifications Theory

Online community also known as virtual communities, or online communities, Howard Rheingold in the―online community‖first proposed the definition of online communities in 1994, in recent years, on the subject of online communities at home and abroad has attracted the attention of a large number of experts and scholars, and related researches are increasing.Online community include forums/discussion groups, instant messaging, e-mail, newsgroups, on-line alumni, blog, Internet chat rooms, personal home page space, friends / community clubs, and many other forms. But it can not entirely reflected in the mode of transimission, the article took Baidu Message Bar as its study case. as domestic largest online community, Baidu Message Bar is a interactive network community basing on keywords. It is closely integrated with search, accurate understanding of user needs. Through inputting the key words by users, it automatically generates discussion forum, allowing users to communicate immediately, such as publishing their own information on their interesting topics.This article focuses on Internet users'using status on the Baidu Message Bar, the researches of communication; sociology and psychology have guided our study. Based on a large number of reading and reviewing the literature, the writer illustrated Baidu Message Bar's background, present situation and characteristics of Baidu Message Bar in the article. Through combination of social conditions which affecting user needs, personal characteristics, the use of―Uses and Gratification‖theory and the rational behavior theory, it analyzed the process of users coming to Baidu Message Bar and put forward the Baidu Message Bar users'―Uses and Gratification‖model, by formulating and distributing questionnaires, processing of data, it elaborated the factors of Baidu Message Bar―Uses and Gratifications‖Mode. Finally, through the reference of the theory of Freudian psychoanalysis and rationally thinking ,the writer pointed out that Baidu Bar users online behavior was based on an unconscious addiction, and summarized the influence on the real life which from the gratification in the virtual world, then discussed if it's possible that the virtual personality came into collision with the real one.