Research On The Cross Platform Migration Of Social Network Users From The Perspective Of Communication

Social network users have cr oss-platform migration behavi or between dif ferent social network platforms,which form the cross-platform migration of social network users.The user migration between micro-blog and wechat is obvious.The wealth of data and data analysis shows that Weibo has declined in number in recent years,and the number of users has soared in recent years.The quantitative study of th e questionnaire shows that the cross-platform migration of social network users exists and their migration path is " large-scale users migrate from microblogging to wechat" and " som e users return to m icroblogging,produce strong willingness to reuse ".The inf luencing factors of cross-platform migration of social network users,from the theoretical perspective of " use and satisfaction ",mainly meet the social needs,emotional closeness,infor mation needs,pr ivacy protection satisfaction.Am ong them,the satisfaction of social needs is the impact of network externalities,the satisfaction of emotional closeness is the attraction of strong relationship,and the sa tisfaction of information needs the bixuxing of weak relationship,the satisfaction of privacy protection is the difference between user behavior pattern design.The " use and sa tisfaction" of these needs becom e the m ain factors of cross-platform m igration of social network users,and also becom e the innovative development direction of emerging social network platform.