A Study On The Frequency Of The Use Of The Cosmetic Blog In The Micro-Communication Background

In the age of the internet and micro-communication, blog\weibo\wechat has emerged in endlessly. However, as the weibo and wechat developed rapidly while the development speed of blog had declined, the vitality of the cosmetic blog still remain the high level. The cosmetic brand also pay a lot of attention to the cosmetic blog. As a matter of fact, I’ll research the frequency of use of the cosmetic blog users in the age of micro-communication.This study is based on the research model of Paul Levins‘s Remedial Medium theory, which refers that when the new media can’t meet the user’s need, user will find the old media to seek the compensationand satify himself. After the pre-test, I analyzed that if the weakness of weibo(expressional function\ social function\dual-purpose function\ marketing function) has influence the frequency of use and the influence is positive or negative. Meanwhile, I have also studied the influence of the users’ personal identity.Finally, this study found that the gender\ education background\income\marital status\ the time starting to use cosmetic blog has a significant influence on the frequency of use. Meanwhile, the expressional function \dual-purpose function\ marketing function of weibo also has a significant positive influence on it. Based on the conclusions above, this study gave some advice to the cosmetic blog website\ weibo operator \cosmetic product company.