The Study Of The Using Motivation And Behavior Of Micro Message Public Platform Among Young Users

With the rapid development of WeChat, the Micro Message Public Platform,which is published in August 2012 has attract people’s attention. In May 20, 2013, Ai Media Network released the “2013 Chinese Micro Message Public Platform user research report”. The report pointed out that the number of users who has used micro message public platform reached 88.3 % in the past more than six months of micro message public platform opened. Official data also show that, up to July 2014, the public accounts of micro message public platform has exceeded 5.8 million. This paper focuses on the emerging application, trying to investigate the motive and behavior of young users using micro message public platform.From the user’s perspective, this study takes the young users whose age among 20 to 30 as the research object and takes the literature review, questionnaires and focus group interviews as the main research method. At the same time, the research chooses the using motivation as independent variables, the using behavior as dependent variables, the demographics such as gender and age as control variables, for investigating the relations of the using motivation and using behavior of young users.This study tries to understand the motive and behavior of young users using micro message public platform through qualitative methods and quantitative methods. It is divided into five chapters. The first chapter introduces the research background and summarizes the information about research status of micro message public platform. Then it proposes the research ideas, purpose and meaning. The second chapter is detailed information of micro message public platform. It analyzes the development, function and type of micro message public platform; the same time, the study also summarizes motivation method and using motives of media. The third chapter is a specific study design, operational definition of relevant variables, the questionnaire design and how the investigation will be described. The fourth chapter use statistical analysis, factor analysis and correlation analysis to describe the data, mainly investigate the users’ motivations and behavior. The fifth chapter mainly describes the result of the data, and then sums up the findings of this study. Meanwhile, from the users’ point of view, it provides some optimization suggestions for micro message public platform operators.In this paper, the writer gets the following conclusions after the SPSS statistical analysis of 513 effective samples.1. Using motive. The study obtains the using motive of micro message public platform of young users through factor analysis obtained using micro-channel public platform for young users, namely convenience informational motives, profit motive, ritual motivation and trendy motivation; the convenience informational motives has highest factor contribution rate. At the same time, different young users have large differences about the using motive of micro message public platform.2. Using motive and behavior. There is influence on the young users’ behavior, including convenient information motive, profit motive and ritual motives. There are some differences among different young users’ behavior of micro message public platform.3. Recommendations to the micro message public platform operators. The writer thinks that communication and interaction between the user and the public platform are still in the shallow stage. In the current highly selective and interactive media environment, the public platform operators should through precise user location, careful layout and reasonable pushing manner to achieve the longer and deeper involvement behavior.