The Small Sample Questionnaire Research On The Audience Demand In The China's International Internet Communication

Audience Needs is the premise and foundation of news media content settings and dissemination. To enhance international communication network media capability, must start from the survey and study of international audiences. Using the theory of "uses and gratifications" as a guide, this paper, according to psychology, sociology, and other disciplines of mathematical statistics theory, by "accidental sampling" approach to conduct field surveys in Changsha, Beijing, New York and London, as well as through the Internet audience surveys and other social tools, e-mail and a forum to obtain basic configuration of an international audience of Chinese online media, data of basic psychological needs, using behavior and attitudes, and then doing basic data analysis, analysis of variance, correlation analysis, regression analysis, independent samples t-test, reliability analysis, validity analysis on the basis of statistical analysis software SPSS22.0, in order to explore the Chinese online media psychological needs of an international audience, using behavior and attitude. Based on these data, to analyze the enlightenment of how to improve the capabilities of international spread of Chinese online media.Results of this study showed that:first, the different demographic variables of Chinese Internet media International audiences have significant differences in their psychological needs; Second, There are significant differences in their using behavior of an international audience with different demographic variables of China's Internet media; Third, the different demographic variables of Chinese Internet media International audiences have part of the significant differences on its attitude; fourth, the psychological needs of China's Internet media and its international audience using behavior showed a significant positive correlation; fifth, China's Internet media international psychological needs of the audience will have a positive effect on their attitudes and using; sixth, the international spread of Chinese Internet media audience using attitude will have a positive impact among their using behavior. This paper argues that compare to traditional media.the international spread of online media like an art, we must to pay more attention to communication strategies, making vast amounts of information can be quickly communicated to the target audience, can be understood in the correct form, and the formation of a qualitative change in attitude.