The Demand Factors Of The Information Sharing On Movements In Wechat

The rapid expansion of Wechat,making Wechat commercial value of the market favor.This paper tries to find out the demand factors of the information sharing on movements in Wechat,and on this basis to explore the differences in demographic variables on demand factors bring impacts and demand factors of forwarding behavior.This paper firstly introduces the general situation of Wechat through the concept and the way of history.Then sum up the demand factors to obtain information of demand,demand of curiosity,interest demand,demand of hedonism,self motivation,emotion demand release,habits of dependency needs,self-esteem need,its positive emotions projected demand,enhance its appeal demand,maintain contact emotional needs,obtain the trust of the demand,herd mentality demand,mutual benefit mutual benefit demand,entertainment needs,interests and needs,relax decompression demand by literature review.Using the questionnaire survey method explored practical demand factor,and extracts the 14 demand factors: access to information demand,demand of curiosity,interest demand,demand of hedonism,self motivation,emotion demand release,used to rely on demand,inner self recognition identity needs,self extrinsic value demand,seek social demand status,conformity psychological needs,interests and needs,relax and recreation demand.The results show that hedonic demand is the most important factor.Single factor variance analysis showed that different demographic variables,part of the demand factors have significant differences.Regression analysis showed that hedonism needs,emotional demand release,inner self identity needs,seek social demand status,conformity psychological needs,interests and needs and need to the information sharing have significant positive effect.