The Research On User Behavior Analysis In The College

Since the 21st century, with the technology development and progress, people’s lives is undergoing tremendous change. From the Internet to the mobile Internet, from web1.0 to web 3.0, from communication tools to your smartphone app, a variety of new media continue to rise, and increasingly permcating every aspect of our lives, the WeChat is one of them. As a derivative of the WeChat, the WeChat public platform had covered 440 million users in just three years, where college students can be described as the main force.With the rapid development of new media tools, relationship between Transmitter and recipients in the traditional sense is broken. "User generated content" has become a new communication concept. It also indicates the arrival of self-media age. More and more people from the We Media start staking in the WeChat public platform, and exploring their own path in marketing and profitable way. This includes some of the more advanced thinking college students. The We Media of the WeChat what the college students build has its own distinctive features, both precise user advantages, but also unstable personnel limitations and the system imperfect. By analyzing some of the more successful cases, it can offer some reference in operational aspects for the immature We Media of the college.Currently the university WeChat public platform is broadly divided into the following categories, the official platform, the organizations’platform, various departments’platform, student organizations’platform such as student Union and student associations, as well as the We Media. The WeChat public platform of colleges is working around college expand no matter its audience or its content. They serve specific regions and specific populations, and they have the high degree of concern in the college students. So, it has a special value in researching and analyzing its audience. In many WeChat public platforms of colleges, The We Media is unique.They do not belong to any school sector, and have less restriction of their colleges. So they can represent more student voice. However, because of lacking of the school’s support, the We Media is in a weak position, no matter financial or other resources, compared to other official media. In the current study, it is not a few whose research is involved in the official WeChat public platform. But it is quite little for research on the We Media of the WeChat in our college.On the other hand, looking through the WeChat public platform for College research literature, the present study is most focused on the operators who are operating the WeChat public platform such as the current management and the operational strategies of the WeChat public platform of the colleges. As well as the use of the WeChat in student work such as the ideological education, and its impact and effects for the college students. But to the audience as the main, is quite little to research the audience’s acceptance and acceptance of behavior of the WeChat public platform. This article will do the thrust reverser from the results to the process, thus put forward some constructive views of operating strategies to the WeChat public platform of the colleges. This is the innovation of this paper.Based on the above situation, the author will try to use the Technology Acceptance Model (TAM) and the Uses And Gratifications (UAG) theory and use questionnaire and SPSS to analyze the users’acceptable behavior of the We Media of the WeChat in the college. This includes users’subscription and unsubscription behavior, reading and sharing behavior, functional usage behavior, activity participation behavior, interaction behavior and advertising acceptance behavior. So we can sums up the law of the user acceptance behavior of the We Media of the WeChat in the college. As the founder and operator of the WeChat public platform called Anhui University Bestong, the author has a large number of first-hand data resources, So they can provide enough data to support the discussion of this paper. Through a large number of questionnaires, arrangement and analysis of data resources, with the relevant research hypotheses, we can get the influence of internal and external factors on the user acceptance behavior, such as the function setting, platform positioning, etc. At last, it will draws a conclusion that the strategy and development direction of the We Media of the WeChat in the college, such as content writing strategy, service strategy, activity development strategy, background interactive strategy, business marketing strategy and the establishment of communication matrix, etc.