Factors Affecting The Micro-channel User Behavior Circle Of Friends

Since the 21 st century, the mobile Internet to bring people into a new era of social media booming, increasingly express the popularity of smart phones, network coverage gradually improved. Micro-channel, as necessary for a smartphone user downloads topped APP software, has come out since the end of 2011, its population has more than 700 million users. This strong rising star in a short time to get quick attention and favor of the market, with its large user base has become one of China’s most influential social networking platform. The micro-channel circle of friends is the primary function of micro letter as typical social networking platform, has gradually become an extension of a virtual online community, breaking the existing network of social and communication patterns, enrich and expand people’s social means, while Our interpersonal and thinking habits also had a huge impact.Micro-channel circle of friends very broad user groups, and undoubtedly the most active groups of university student population. In contrast, the social relations of college students is relatively simple, so this special group of friends using the micro-channel behavior of a typical representative. Factors Influencing the present study focused on the micro-channel user behavior circle of friends, from the perspective of communication studies and psychology, through research and academic literature review of previous and combing, combining college students awareness of micro-channel circle of friends and usage, into the concept of micro-channel circle of friends, features and functions to extract the factors that influence the micro-channel circle of friends the user behavior in the technology acceptance under model(TAM) of the theoretical framework, constructed micro-channel circle of friends user motivation and use the relationship between the behavior of the model.In this study, an empirical study through questionnaires and personal interviews, the use of online / line questionnaires were collected in two ways. Through the effective sample reliability, factor, correlation and regression analysis, hypothesis testing and correction model, and ultimately leads to several conclusions factors :(1) the impact of user behavior micro-channel circle of friends, the perception of the strongest entertainment, followed by is perceived ease of use;(2) Users of the micro-channel circle of friends also affect the attitudes and intention to use its usage behavior; motivation(3) the use of micro-channel users circle of friends affect its behavior in varying degrees, in which the perception of entertainment have a direct impact on the level of user involvement, other motives have an indirect effect through its use behavioral attitudes and intentions.Finally, research findings, presented to the user at the core oriented and focus on the user’s emotional experience and satisfaction; integrated entertainment element to mobilize the user’s activity; independence from the self-image positioning, promotion of different information content policy recommendations with a view provide a reference for the future development of the micro-channel circle of friends and other mobile social networks.