Uses And Gratification Needs Reserach Of Users Of Mobile Microblog

With the development of science and the diversification of the rapid growth in people’s needs, new media began development,and microbologging is also emerged in such a large trend. Although four portals in domestic have they own microbloggings,but only Sina Microblog ccupied the dominant leadership, retain the strong activity and extensive social influence which the other three microbloggings can not run after.so more research on Sina Microblog has a universal value.Now,because of the accelerated pace of people’s life、the populor of smart mobilephone and the development of Communications network,Cell phone has been the first choice when people considered they needs on surf in internet instead of PC.As a new communication platform,Mobile microblogging has more and more imprtant impact on people’s daily lives,network behavior,expression,media use etc,which make uses and gratifivations study become more complex and diversery under the time of We-media.Why Audience choice Mobile microblogging to fulfill them own needs,how to fully meet user’s reality needs,how to achieve the healthy development of microblogging products,and how to enhance the requrement of people’s uses is what I am considering.In addition, I need to note is that as analternative to using forms,the uses and gratifications of mobile microblogging has both general common on microblogging also has its own unique personality which mobile media gave it.Therefore,when study the uses and gratifications of mobile microblogging I considered the gratifications about microblogging,also think out the level of satification on mobile to people which attached to the microblogging.I eventually recovered through an online survey of 300 questionnaires. Survey shows that mobile microblogging user base, mostly students and white-collar workers in the 19-29 year old age group.Summed mobile microblogging users primarily for communication, access to information, entertainment, self-realization, interpersonal,emotional catharsis, self-motivation and motivation to participate in social affairs, in order to meet their access to information, emotional exchange, display themselves,leading psychological, tools, social interaction, participation in meetings andentertainment cautious demand.Meanwhile, the author also proposed mobile microblogging uses and gratifications in the presence of micro-blog users to obtain information management deficiencies hinder effective information, too much advertising caused resentment user, mobile microblogging application security deficiencies, is likely to expose personal privacy, and it is difficult to meet the growing needs of diverse users and other issues, and propose appropriate measures for the microblogging operators reference, and ultimately upgrade microblogging products to meet customer needs, improve the user experience of purpose.