Audience Psychology Of Touch-screen Era Of Uses And Gratifications Framework

As the touch screen technology serves widely to public service and individual entertainment equipment, people nowadays have been used to experiencing life by means of "touch" and fallen in love with this. It is easier to "touch" information and services from touch screen mobile phone to tablet PC, from books information enquiry in library to electronic order in restaurant, which definitely indicates the arrival of great touch screen time. During the spread and development process of any newly sprouted things or technology, however, people absolutely tend to use them for the sake of specific demand or thought rather than being passive recipients.This paper takes the framework of use and satisfaction theory, bases on the motivation demand theory and individual differences theory, obtains first-hand data by questionnaire survey of objects in different genders, ages and incomes, works out three progressive questions by data analysis, that is, what kinds of psychology drive the receivers to use touch screen mobile phone, and what needs the receivers are satisfied, and what difference of consumer psychology and demand satisfaction among the receivers in different components. Consequently, this paper is able to explore the situation of the consumer psychology and demand satisfaction of touch screen media users, namely the recipients characterized by touch screen mobile phone, so as to provide theoretical guidance and data support for the healthy and sustainable development in this industry. In addition, this study enriches the use and satisfaction theory by analyzing various needs of different-component recipients in using touch screen mobile phone.