The Study On Main Users Of Wechat Based On "Uses And Gratifications"

Under the background of high-speed mobile Internet development, mobile phones become the main carrier of mobile Internet. Instant messaging softwares based on mobile phone are engaged in a fierce competition. Wechat has a variety of functions such as instant messaging, information browsing, life service and recreation, etc. After3years, Wechat have more than600million registered users, nearly300million active users, occupying the biggest share of China mobile IM application market. However, a bottleneck period begins when Wechat reaches a peak of users. Under such background, Wechat is trying to rely on comprehensive development to respond to upcoming user weak. How to find the essential needs of users, then, specifically develop and improve the functions, are the main problems of this study.According to Uses and Gratification Theory and Technology Acceptance Model, through the combination of the questionnaire survey and deep interview to10moderate or heavy users, this paper analyses needs and degree of satisfaction of main Wechat users. The study shows users’main needs including the need for interpersonal communication close to the reality and the need for news and information. Voice chat system, friend community, and good user experience meet the needs of users in the interpersonal communication. Wechat communication can satisfy users’need for low-cost but efficient communication. Semi-name system and the closed-friends community can generate the feeling of security which come from relationship confirmation, gregariousness and the sense of being. With public platform, Wechat spontaneously generates personalized news and information for users. Low stickiness to social game and micro-expression prove entertainment need is not high. Now as what we can predict, the commercial demand will become a kind of interior and autonomous need in the era of mobile Internet.This paper gives a comparative study to satisfaction in interpersonal communication and information browsing through different media, then sums up the deficiencies and puts forward suggestions for improvement. All of these aim at promoting Wechat’s steady development, and maintaining a high stickiness and good satisfaction.