A Study Of The Gratuity Article In Sina Microblog

Gratuity article in microblog, which is an innovative payment function and we media revenue model, is an attempt for microblog we media commercial development. Fans decide the amount to tip based on their reading experience. This function was tested internally in August 2014 and officially opened to all microbloggers from December.Gratuity article in microblog is a new kind of network literature,study on the gratuity article is a blank area, which has a profound theoretical and realistic significance.Observed from the new fans economy, the study probes into depth on the phenomenon along with case study of Mu Zi Mei(whose nickname in Sina microblog is “Bu Jia V”). The article starts with explanation of the general situation, and then summarizes four elements that influence the gratuity rate by content analysis method. They are identification, relation strength, pleasure production and transmission intensity. In the following part, the author adopts extensive interview approach to summarize the research from three aspects, which cover “content matters”, functionality, and sense identification of the minor “gratuity article” and growing awareness about paying for contents. In the end, the author points out the current problems of microblog gratuity article and proposes the trend.Current study on microblog gratuity article is still in the early stage. The author’s effort to find factors that influence the gratuity rate and proposes the future trends for gratuity article development makes practical suggestions for relevant future academic research.