Research On The Influence Of The Media Characteristics And The Demand Of Media Based On The Mobile SNS To Media Dependency

With the rapid development of social networks and mobile communication technology,the applications such as mobile Internet and mobile media which based on mobile Internet infiltrate into people’s life rapidly, had a major influence on people’s life style, especially choice and use of the medium. Mobile social network as new media have qualities which some traditional media do not have,these characteristics influence the audience’s behavior of media dependency. The audience also creates new media needs in new media environment, these needs will also impact on audience’s behavior of media dependency. The future of new media depends upon the audience’s behavior of media dependency directly.Based on the above analysis, by analyzing reading and referencing the related literature, summarizing the related theory, and combining with the idea of this study,this paper constructs a conceptual model which medium characteristic and demand of medium to medium dependency, and proposes the corresponding assumptions, and analyses the influence of media characteristics and demand of media to media satisfaction and media dependency and the influence of media satisfaction to media dependency. In the aspect of data collection, this paper mainly adopts the form of the distributed network to obtain the required data, a total recovery of 150 valid samples,using SPSS19.0 statistical software, analyses the sample data to verify the conceptual model and related assumptions. In this paper, the main innovation points are as follows:(1) This paper constructs the influence model which based on the mobile SNS medium characteristic and demand of medium to medium dependency. Firstly, this paper expounds the application and research status of mobile social network. Then, on the basis of analyzing the related theory of media dependency, media characteristics and the demand of media, this paper introduces four media characteristics and four kinds of media demand and puts forward the conceptual model and the research idea of this paper.(2) In the field of empirical research, this paper puts forward and verified the positive influence of media characteristics and demand of media to media satisfactionand media dependency, and the positive influence of media satisfaction to media dependency. Through correlation analysis and multiple regression analysis, this paper draws the mobility, timeliness, interaction and real accuracy of media characteristics,and the access to information, self-expression and social identity, the maintenance and development of interpersonal relationship, was influenced by entertainment media;Availability of media characteristics, interaction and real accuracy and medium requirements of interpersonal relationship and entertainment, maintenance and development of media rely on positive impact; Rely on media meet the positive influence on the media. And conclusion of these studies concluded that not only can provide a reference for the future study of the theory of the new media, can also guide the media operators according to the factors influencing the audience media rely on to better the development of new media, to better meet the demand of mass media,promote the development of new media.