Research On Motivation Of User Participating In WeChat Supscription Content Production

Mobile Internet has changed the work and life style of modern people,making social tools such as Wechat an extension of human organs.Since Wechat came online,it has been used as a voice platform by more and more media people,enterprises,government agencies and individuals.In recent years,WeChat Supscription has gradually replaced the statu of other social media,APP,client and website in people's life and work.The research of WeChat Supscription has gradually\become the focus of academic attention.Behind a successful WeChat Supscription,it needs the support of technology and the attraction of high quality content.User participating in the content production of WeChat Supscription has gradually become the mainstream.However,there are few studies on users' motivation to participate in WeChat Supscription content production in China.On the basis of reviewing a large number of documents related to "WeChat Supscription" and "User Production Content",and combining with the actual situation of WeChat Supscription,this paper puts forward three levels of factors that affect users' motivation to participate in WeChat Supscription production,namely,social factors,internal needs and technology acceptance.This paper is divided into five parts,the introduction introduces the research background,purpose,significance and research methods of this paper;the first chapter introduces the relevant concepts and theoretical basis of WeChat Supscription,User Content Production Content,Technology Acceptance Model and "Use and Satisfaction" Theory;the second chapter constructs the research model of this paper,and puts forward eight research hypotheses based on it,and the third chapterintroduces the design process and research methods of this study.The research design includes questionnaire design,variable measurement,questionnaire pre-survey and analysis of the results of the survey.The research method of this paper is mainly empirical analysis;the fourth chapter is to use empirical analysis method to analyze the data of the questionnaire survey,namely sample description analysis,data quality analysis and regression analysis;the fifth chapter is based on the analysis results of the questionnaire to discuss,with the conclusion as the guide,put forward the future development and Prospects of echat Supscription.According to the research results,this paper draws the following conclusions.First,social factors,personal needs and technology acceptance have a positive impact on users' participation in Wechat Supscription content production.That is,the eight research hypotheses proposed in this paper are established and the research model is verified.Second,social factors have the strongest impact on users' participation in Wechat public number content production.According to the result of regression analysis,the content of user production is 0.060+0.64 social factor+0.306 internal demand+0.37 technology acceptance.Among them,the regression coefficient of social factors is larger than that of internal demand and technology acceptance.That is,social factors have the strongest impact on users' participation motivation,followed by technology acceptance,internal demand,and other factors.On the basis of the research results,this paper puts forward the following opinions and suggestions: technically,we should increase the interactive function,improve the enthusiasm of users to participate,enrich the form of content,and improve the efficiency of users' reading.Content should encourage users to join,improve the quality of content,enhance user experience and promote content production.Keep up with the mainstream in business and lightweight in content;try OGC + UGC to make payment a reality.