The Motivation To Explore WeChat Link Sharing Behavior

At present, WeChat has become the China most frequently used by the largest number of mobile phone users accounted for social software, mobile phone can only use the number of nearly nine, at present in the world the number of people who use 549 million. The performance of a series of user behavior of WeChat's social acquaintances generated by the website with traditional media and Internet portals have been significantly different. Micro channel users more willing to share information with friends in the circle, and micro letter users in conjunction with the platform for the launch of the public, subscription, and micro channel link sharing, provides a platform for users to more quickly and more convenient at any time can even access to information. Therefore, this thesis attempts to explore the user in the micro channel share incentives linked to construct micro channel link sharing motivation model, try for the news media in the micro channel users of information dissemination and public opinion guide also provides research reference. Finally, I hope to for in the new period and new media in geography theory to guide the construction of the new model to provide advice.The based on McGuire "media use" model on the basis, combined with uses and gratification theory, motivation need hierarchy theory, from the user point of view of micro channel link sharing motivation behavior were summarized in this paper. This paper uses empirical research methods of user link sharing motivation. The study found out the link value, link quality, link presentation, link source, link sharing number from the media itself objective factors will affect the behavior of users to share. At the same time, but also for mood conversion, interpersonal relationship, self recognition, environmental monitoring, incentive, using the inertia of the demand for personal psychological factors share links. In addition, the result shows that the link sharing behavior analysis also need to vary from person to person, because of the gender, education, age, occupation, use micro letter time, daily use of micro channel length variation in the factors on the user's motivation to produce great influence. Due to the differences in age level and occupation level and lead to share links because of the most obvious differences.Research has also seen a lot of WeChat link sharing behavior. One, because in the psychology of acquaintance we have a high degree of trust for WeChat information, which is often used by network fraud. Two, because WeChat is in the direction of communication, so the impact of information is greatly reduced, can not be the same as other mass media, with a wide range of promotional role. Three, for WeChat's comments, comments can only see the dialogue between the people of mutual concern, can not form a large-scale discussion, the ability to interact widely. Overall micro channel links share of influence, and not the Bo forwarding influence, but more and more people choice using the micro channel, attention to micro letter to share information and links, this and micro letter acquaintances spread has great relationship. Therefore, how to utilize the good user for micro channel system of trust relationship, is the future of news media in micro channel users of information release and public opinion to guide the key.