Research On The Perference Of The Useage Of Social Media By College Studenties

The development of media technology has a profound impact on the development of human society, the birth of each new media technologies, will give the socio-economic, political, cultural and other fields have far reaching influence. Especially the media environment as information environment and cultural environment has direct and significant impact on college students. With the rapid development of Internet, social media technologies spread fast and are shaping a new media environment.Social media is based on real relationship, the extensive use of the Internet and its fast spreading speed expand the user’s social network. Compared with traditional social media, it is more credible and has been generally accepted and widely used, especially by college students. Why dose social media enjoy the favorite of college students, and what social media features can effectively attract users? Answers to these questions will point out the direction of future social media development.This paper compares and summarized a lot of related literature. Technology acceptance model and the uses and gratifications theory is used in this paper. Based on the traditional model of perceived usefulness and perceived ease of use, we added social media entertainment, fashion and the user’s characteristics (gender, grade, monthly expenditure levels) into the model to form the final of the students’ preference on use of social media research model. Through descriptive analysis of the sample survey data and test the reliability and validity of survey data to ensure the validity of the sample, based on the analysis of variance of each variable.The results show that the technology acceptance model used in the study of college students’ preferences on social media can answer the above question. Perceived usefulness, perceived ease of use, entertainment and fashion information that certain media can bring explain the preference of students. They all have positive affects at the 1% level of confidence. Through the above analysis and research on Chinese social media can be based on social media and e-commerce industry chain development and transaction processes to provide relevant information can also be on China’s social media sites and mobile application software development to provide relevant earnings reference.To further prove the results of this study, the paper selected the most popular social media:wechat as the research object. Through case analysis we found wechat received college students’ general welcome for the reason that it is easy to use, brings entertainment, and can keep college classmates and friends in touch at anytime, anywhere.Finally, based on empirical research and case studies we came to the conclusion. Through the students’use on social media preferences analysis, and how social media continues to expand the user scale and expand its market. We put forward relevant suggestions and countermeasures.