Social Media "Red Packet" And Its Design From The Perspective Of Audience Demand

The WeChat red envelope is a new thing born in the era of rapid development of new media.While being given the cultural connotation of traditional Chinese red envelopes,it is also a new product and new phenomenon that integrates traditional culture and the Internet.It also has mobile social and mobile financial payments.Attributes.Based on this emerging product,we need to keep abreast of subjective feelings and usage needs in the process of audience use,so as to continue to develop and research in order to gain more audiences.However,the rapid development of WeChat red envelopes in a few short years has attracted a large number of users to participate in the use and produced a large stickiness.This phenomenon makes us have to seriously think: with other three types of social media "red envelopes"(such as Alipay red envelopes,QQ red envelope,Weibo red envelope)contrast,why the audience depends on its strongest? What are the main needs of the audience for WeChat red envelopes? Why can WeChat red envelopes develop rapidly in just a few years? For traditional culture,will the development of WeChat red envelopes bring about some impact? What needs to be improved for WeChat red envelopes based on audience needs?Based on the above-mentioned problems,this article attempts to start from the perspective of audience demand,so as to conduct in-depth discussion and research on WeChat red envelopes.At the same time,combined with UTAUT model,use and satisfaction theory,Maslow's audience demand theory,perceptive risk theory,etc.,a creative theoretical model is integrated and put forward-that is,the WeChat red envelope research model based on audience demand.Based on this,relevant hypotheses are put forward and relevant empirical researches are used for analysis and discussion.The survey methods used in this paper are mainly questionnaire surveys and group interviews,and quantitative analysis based on the questionnaire survey data obtained to demonstrate whether the hypothesis is established.The validation model includes Effort Expectancy,Social Influence,and convenience.Facilitating Condition,Use Initiative,Specific Behavior,Interpersonal Demands,Utility Demands,Entertainment Demands,and Perceived Risk The influence of the factors,and the model was revised.The research results show that: for the Use Initiative to highlight positive factors are—Effort Expectancy,Interpersonal Demands,Utility Demands,and Entertainment Demands.But for the Use Initiative to highlight negative impact factors are—Use Initiative?Social Influence and Facilitating Condition.Based on the empirical research and analysis results,this article separately analyzes the operation flow,specific function implementation,promotion,dissemination methods and related laws and regulations of WeChat red envelopes from the aspects of Effort Expectancy,Entertainment Demands,Utility Demands,Interpersonal Demands,and Perceived Risk.The design of the entrance,interface and interaction are improved.By improving the operation process of WeChat red envelopes,such as improving audience access and optimizing interface design,we will improve the operational needs of WeChat red envelopes to meet the expectations of the audience.Through the use of WeChat red envelopes,such as the introduction of the "role-playing" concept,so that users in the process of grabbing red envelopes,to experience the sense of participation in the entertainment of the game,while introducing wearable smart devices,VR glasses and "video red envelopes" and so on The actualization of WeChat red envelopes also introduces the concept of “green and low-carbon” and combines the WeChat campaign with WeChat red envelopes,thereby further optimizing the specific use of WeChat red envelopes to meet the entertainment needs of the audience.By inheriting the cultural features of WeChat's red envelopes,such as enhancing the ability of the WeChat red envelopes to provide text,audio conferencing capabilities and images,the traditional culture can be combined with modern technology to meet the needs of the audience for the effectiveness of the WeChat red envelope.By improving the dissemination of WeChat red envelopes,such as focusing on the benign guidance of mainstream media,focusing on marketing events related to events,focusing on the integration of internal resources,and focusing on protecting the privacy of the audience,we will optimize the distribution of WeChat red packets so as to meet the needs of the audience communication needs.Through the implementation of the financial payment guarantee for WeChat red envelopes,from the aspects of the establishment of the early warning mechanism of government regulatory agencies and the establishment of relevant laws and regulations,corporate personnel management and technical support,in order to promote its better implementation,thereby reducing the perceived risk of the audience.The above-mentioned improvement plan should be integrated in order to achieve a better user experience in the fierce competition and promote its further development.