An Empirical Study On The Use And Gratification Of Academic Library Micro-blog Audience

In recent years, social media platform develops rapidly in China, among the large variety of social media platforms micro-blog influence is the most remarkable one, not only for its influence, but also for its popularity, and many university libraries also began to expand the information service by micro-blog platform. With the development of the university library service, more and more problems are emerging, among them the most deadly problem is the Academic Library micro-blog lack of public attention and fans active degree. From the media point to analysis the problem is the lack of communication effect. Micro-blog as "transmission by one" media, one of the key factors that affect communication effect is the behavior in the use of mass media. Because the media use behavior is shown visually satisfying degree of audience demand, grasping the audience demand now has become the key to resolve the problem.In view of the above problems, this research based on the classic audience research-----"uses and gratifications" in the first frame, then the author analyzes the communication characteristics of Academic Library micro-blog, combined with the universality of the theory in general and the particularity of Academic Library micro-blog application, the author used empirical research methods, from the audience, micro-blog participation behavior, using frequency, and satisfied degree and other aspects to analysis the audience media motivation, the "uses and gratifications" type after media contact of the Academic Library micro-blog.This research takes the Fudan University Library micro-blog as the research object, through the network questionnaire the author successfully interviewed 230 members of audience, after analyzed the network questionnaire data by SPSS and EXCEL software, the research found:(1) The audience of the Fudan University Library micro-blog mainly is the school students, which is characterized in gender, age, academic background;(2) The audience of Fudan University Library micro-blog motivation focus on three aspects:"social and development needs", "leisure entertainment demand", "demand for information";(3) "Social needs" and "the demand for the books information" is the key points of the next step development and breakthrough to solve the problem;(4) The "uses and gratifications" model of the Fudan University Library micro-blog audience types is:"insight information and leisure satisfaction", "sharing and help demand", "access to information and knowledge ", among them the "access to information and knowledge" is an important factor affecting the future of media audience behavior.This research expects to have a promotion in the future development of the Fudan University Library micro-blog, and provide useful reference to other libraries micro-blog.