SNS Site Members Participation Motivation And Participation Intensity

SNS (Social Networking Service) website refers to the social network service website or social network services site, which is a Internet service to help people establish and maintain social relationship through the network platform. In the past few years, the SNS website in China obtained rapid development with a considerable number of user groups, various types of SNS website also appear in succession, and rapidly penetrate into people’s life on the internet. But with the SNS site fresh and enthusiasm decreased, and facing to the micro-blog as a representative of the emerging social media competition and the homogeneity of competition within the industry, SNS sites began to encounter user stickiness crisis.The users are the core of SNS web site operation, and keeping enough active users, is the foundmatation of normal operation of the website and maintain competitiveness. In this paper, taking Renren for example, the author aims to explore the domestic SNS Site Members’ Participation Motivation and participation intensity, as well as the relationship between the participation motivation and participation intensity of SNS website, so as to understand the user needs, enhance the user participation and provide valuable suggestions.This paper studies SNS Site Members’ Participation Motivation and participation intensity with a sample of238Renren users by a questionnaire survey method.The results shows, Renren user’s main motivation includes peep motivation, conformity motivation, self-presentation motivation, social motivation, entertainment motivation and information motivation, wherein, peep motivation and self-presentation motivation are unique to SNS site participate motivations. Correlation analysis and regression analysis proves that all of the six participation motivations have significantly positive effects to intensity motivation, and different participation motivations have different degrees of influence to participation intensity. They are self-presentation motivation, social motivation, information motivation, conformity motivation, peer motivation and entertainment motivation in a decreasing order of influence degrees to participation intensity. This article also studies the influence of demographic variables to SNS site members’ participation motivation and participation intensity. Research shows, there is a significant difference of SNS website members’ information motivation and self show motivation between different age stages, SNS site members’ information motivation, entertainment motivation and participation intensity are also significantly different between members with different registration time.