The Study Of Alipay Wallets Users Based On The Use And Gratification Theory

With the emergence and development of New media and internet, its interaction、 participation、individual and openness has had a significant impact on the social life and defines a new era of our life. The media ecology scholar McLuhan put forward that the emergence of a new form of media, whether what kind of message it contents, the media itself will cause the change the human life. The production and application of any new media means that we are entering a new era. And since 2014 the most striking new media form is the Electricity of media, such as Alibaba、 Taobao、PaPal and so on. The focus of this article is one of the most important medium—— "Alipay", which has distinct roots, autonomy, interaction and fusion feature, causing a revolution of human life at a same time. More and more people are controlled by Alipay and enjoy the "controlled" life.The article demonstrates the Alipay wallet is a new media based on the study of its function, operation mode and the development status. Therefore, using questionnaires we analyze the configuration, features, using behavior of all the users based on the theory of uses and gratifications. We also investigate the satisfaction of the users to analyze the problems which prevent users from using this application. Some solutions were also provided to meet more convenient for the users. At the same time, through analyzing the Payment wallet, we can summarize some conclusions which will impact the lifestyle and media industry.