Research On The “Likes” Of Wechat User Frome The Perspective Of “Use And Satisfaction”

The rapid development of Wechat has led to the re-construction of social communication and the formation of new social relations.Besides convenient voice communication function,its “Likes” function is also an important factor to attract users.According to the Wechat Data Report 2018,Wechat has 1.082 billion active users every month by September 2018.Its Wechat moment,as a social plug-in function of Wechat,plays an important role in promoting social interaction.“Likes”means the users click on the symbol of red heart or thumb to express attitude towards the content disseminated by friends.This low-cost and convenient operation mode has quickly won the popularity of users.“Likes” is not only a social,communication process but a psychological process which influenced by many factors.On the basis of advance questionnaire survey,the writer raises three theoretical hypotheses about the forming conditions of “Likes”,i.e.,information recognition is the key factor,social interaction is the main factor,and self-presentation needs are the potential factors.Quantitative analysis of questionnaires shows that Wechat users' “Likes” behavior is mainly driven by information cognitive need,social interaction need and self-presentation need.In addition,depth semi-structured interviews show that the three motivation factors have different influence on driving forces,specifically,information cognitive need and social interaction need largely promote Thumb Up,while self-presentation need is significantly less important than the previous two.Wechat “Likes”facilitates our life,and it has been popular enough to raise our awareness.If “Likes” can replace emotional communication? If frequent“Likes” can export people's express intent accurately? If “Likes” can bring enoughmarketing effect to Wechat marketers? In the age of social media with frequent“Likes”,we should thumb up from the heart with sincerity,and avoid being blinded by utilitarianism.