The Use And Gratifications Study Of The Child Rearing SNS Users

SNS of the domestic segment market develop rapidly. Therefore, the researcher chooses a child rearing SNS named "Hot Mum Group", that is a representative APP on IOS platform, as a sample. Furthermore, the research investigates using demand, motivation and situation of gratifications for child rearing SNS, based on "Use and Gratifications" theory.This research adopts the unstructured interview beforehand investigation, questionnaire survey, in-depth interviews and participatory observation research methods, mainly through the in-depth interviews probe deeply into the questionnaire data, thus concluded the qualitative results based on quantitative data. The research found that, using demand, motivation of the child rearing SNS is summarized as these five aspects:First, access to information and advice. Second, wide range of social contacts demand. Third, to gain social prestige and satisfaction. Fourth, as a way to have a rest. Fifth, commercial purposes. Group identity and the demand of information communication are the most important reasons of pregnant mothers, new mothers rallying in child rearing social networking services applications, group identity and similar experiences also are the key to highly interactive and trust of a child rearing SNS.The research also found that the child rearing SNS users’ demand, motivation has a significant influence on their media using behavior, users’ engagement is positively related with convenience, interactivity and high efficiency of the child rearing SNS, also with internal factors such as user satisfaction and personal characteristics. The highest gratification of pregnant mothers and new mothers is to gain social prestige and satisfaction through the use of child rearing SNS. Use and gratifications of child rearing SNS users don’t have a direct correlation with their activity on the internet, but are directly related with the users’ media behavior. In the population characteristics, occupational factors significantly affect the media using behavior, using demand, motivation and situation of gratifications for child rearing SNS.In addition, compared with the traditional mass media, the child rearing SNS which under the environment of the "fifth media" have different with them in use and gratifications:First, because of its excellence interactivity, the highest gratifications of users reflected in self gratifications in emerging media such as the child rearing SNS. Second, most of social networking users are satisfied with only the shallow social, but they remain keep the networking trust judging from their media using behavior. Third, emerging media such as SNS users can instantly access effective feedback as gratification. Forth, the emerging media users have a media use behavior which is more rational and interest-oriented. Moreover, they have a corresponding situation of use and gratifications.