Research On “MOE” Phenomenon Of College Students Based On The Theory Of Uses And Gratifications

The MOE phenomenon has had a profound and extensive impact on us as an important part of modern people's lives.According to the theory of uses and gratifications,there are social or psychological factors behind any exposure to media phenomena.The phenomenon of sprouting is one of the phenomena that people love to see.There are also specific reasons behind it.University students are one of the most important audience groups in the phenomenon of MOE.They have unique characteristics in the psychological aspect.It is important theoretical and practical significance to study their uses and gratifications of the MOE phenomenon and analyze the reasons behind it.Firstly,the study begins with the origin and localization of MOE,and interprets the meaning and manifestation of MOE.Moe phenomenon is used to express a kind of affection.It is the most advanced performance of "cute" and the cultural phenomenon of college students as the main audience.The study also summarizes the causes of the MOE phenomenon in China,including the influence of Japan's MOE phenomenon on China,the interaction of multiple micro-media,the boost of “humanity” in interpersonal communication,and the aesthetic shift in China's consumer culture era.Also summarized are the manifestations of the MOE phenomenon,namely the physical level,language level,spiritual level,and behavioral activity level.Then the dissertation starts from the psychological needs of college students and takes the college students as the survey object.Based on the theory of “uses and gratifications”,based on the research idea of “problem-analysis problem-solve problem”,the questionnaire method is used for quantitative research.Methods: Using literature analysis and in-depth interviews as qualitative research methods,we discussed the specific circumstances of university students' contact with the “eruption” phenomenon and some of the issues reflected.The results of the research show that the gender differences in the degree of satisfaction in the phenomenon of contact with the “germination” of college students are more obvious,female college students are more likely to be satisfied with “emergence”;under the background of this era,the group of college students are mostly “emerged” through new media.College students have a strong desire to purchase MOE,but lack of purchasing power;college students often come into contact with the MOE phenomenon due to their emotional and recreational motives;college students who spend more on MOE things and have better economic conditions are more likely to Gain satisfaction for the MOE phenomenon;for the MOE phenomenon,the better the contact attitude is,the more easily the university student gets the satisfaction of the MOE phenomenon.Based on this,based on the previous description of statistical analysis,correlation analysis and regression analysis combined with in-depth interviews,the paper analyzed some problems and suggestions on the phenomenon of MOE.The overall purchasing power of college students is relatively weak and should be appropriate.We adjusted the pricing and marketing strategies of “Emotive” products to match the purchasing power of college students;The “hot” features of the “Emerging” phenomenon were highlighted,and the line of precision communication should be taken;Support China's animation brand;College students should set up reasonable consumption view;For "children into adults" and "pedophile" and other negative emotions,should start from the relevant functional departments and college students themselves,and guide the MOE phenomenon health communication.