Study On The Use And Satisfaction Of "Baby Tree Gestation" APP In Maternal And Infant SNS Community

As a tool and a social platform of mobile mother-to-child vertical SNS community,for the maternal and child populations with inoculation of state monitoring,the spread of knowledge,but also as social interaction platform,electric shopping platform to mother group provides entertainment and consumption "field",provides modern science gestating young women with help."Baby tree gestation" is the largest comprehensive maternal and infant SNS community website in China.The APP of "baby tree gestation" ranks first among all maternal and infant SNS communities in China in terms of client downloads,user scale,user activity and other performance rankings."Baby tree gestation" APP is representative in the development of maternal and infant SNS community.It has a large user scale and strong particularity,which is worth studying with the theory of "use and satisfaction".In this paper,questionnaire survey,participatory observation,in-depth interview,virtual ethnography and other research methods are used to investigate the users of "baby tree gestation" APP,one of the important representatives of vertical SNS community of mobile mothers and infants.Studies have found that moving from mother to child vertical SNS users in the use of motivation mainly access to information and advice,as a recording tool,widely participate in social networking,shopping,leisure,etc.,moving from mother to child vertical SNS users by the use of behavior identity requirements,group identity,information demand,social status endorsed demand is significant;And the user's age,occupation,active degree correlation is significant.The satisfaction degree of users is the satisfaction of knowledge content,tool function and social interaction.Users generally believe that mobile maternal and infant vertical SNS community brings the most positive influence,which is reflected in the expansion of personal knowledge and vision,the breeding of life convenience,the participation in social interaction and the improvement of self-identity.Factors influencing users' motivation to use mobile maternal and infant vertical SNS communities include environmental factors,technical factors and knowledge factors.50.71% of mobile mother-to-child vertical SNS users think mobile mother-to-child vertical SNS communities also need to make improvements in order to enhance the use of user satisfaction and user demands,themainly reflects in PGC knowledge authority,UGC variable quality,meet the personalized insufficient resources,cognitive demand,the user not effectively meet the demand for personalized,interactive mode is not mature,lack of social satisfaction.In this paper,under the "use and satisfaction" theory Angle of view,comb ining questionnaire,depth interview,virtual ethnography investigation as a resul t,the proposed move from mother to child vertical SNS communities also nee d to improve the function of community construction,improve the user commu nity interaction experience,encourages users to share information,provide inter active channel technology guarantee,extend the life cycle,etc to increase user participation behavior countermeasures and Suggestions.Finally,based on the res earch conclusions,this paper puts forward the thinking on the theory of "use a nd satisfaction".