We Chat Users’ Sharing Behavior Motivation Research

Mobile Internet era, with the rapid development of information and communication technology, mobile instant messaging software is widely used. In Asia it has became the largest user group in instant communication software, which is another new media platform following the micro-blog after. WeChat has used such a large population and high user active degree, it has become to one of social media,which the public access to information, sharing information, entertainment, social interaction. WeChat by virtue of its dissemination of information precision positioning, the high and convenient speed dissemination process less interference, propagation of the main high depth of interaction and other natural advantages which waving a unique role to build and maintain brand, product promotion and marketing in the enterprise. Scholars think, WeChat has unique advantages in the information transmission and sharing, mainly lies on its "social sharing" function, it can make a particular topic to highly precision push in a particular "circle", rapid enlarged,moment expansion, is exponential diffusion. In this research, a study has been carried out on the particular function social sharing of WeChat. This particular function will help users and operators to have a comprehensive cognition on sharing behavior and help they scientifically identify the sharing behavior motivation and influence and make full use of this emerging social media, which make it to be much better serve for our people.This study has proposed three research questions on the basis of literature study:what is WeChat users sharing behavior motivation? WeChat as one of instant communication software which is based on acquaintance social,Is whether interpersonal trustis one of the influence factors of WeChat users sharing behavior motivation and to what extent? The different personality characteristics of WeChat users whether has obvious differences on the share motivation Research Based on these questions, we from the perspective of the uses and gratification, adopts a method of open interview combined with a questionnaire survey, the main research object is college students and young workers. In order to ensure the accuracy and validity of the research result,we pay much more attention to the quality of the questionnaire. Valid data on the recovery of descriptive statistical analysis, correlation analysis, regression analysis and single factor variance analysis and research.The results of the study found that, WeChat users share motivation including social communication motivation, seeking social status, obtaining economic interest motivation, altruistic motivation and entertainment motivation, including sharing behavior motivation has a more pronounced effect. Interpersonal trust will directly or indirectly through the rotary engine influence the user’s sharing behavior; WeChat user different personality traits will have a significant impact on the sharing behavior motivation. The results of this study will provide enterprises in-depth understanding of consumer behavior and consumer motivation of sharing, according to the different sharing behavior motivation formulation of information communication strategies and reasonable release means for attracting more consumer attention and enhancing corporate brand visibility, credibility.