Research On Influencing Factors Of Wechat Group Information Communication Behavior Based On Social Network Theory

As a trend-oriented mobile application,WeChat meets the needs of mobile Internet users for mobile instant messaging and social communication.The number of registered users and actual users keeps a rapid growth after its launch.WeChat takes the user relationship as the core,and forms a complex relationship network through the strong relationship chain and the weak relationship chain,which reflects stronger social attributes and emotional stickiness.Information communication and exchange is the essence of WeChat,which can be found evidently when users are using WeChat groups.Members of the WeChat group can communicate peer-to-peer through the @ function,and conduct point-to-point or face-to-face communication based on the topic.They can also express and present themselves via the “infinite drift” during the information communication and “infinite flow” of the discourse.The information exchange in the WeChat group is the embodiment of the user identity characteristics,which contains the status,occupation,age and other elements of the members,and the right of control and the penetration of capital.Therefore,the research on the influencing factors of WeChat group information exchange behaviors is to analyze the WeChat group user information exchange behaviors,and help the platform to provide better support and services to users.This paper takes the WeChat group information exchange behavior in the social network environment as the starting point,analyzes the influencing factors of WeChat group information exchange behavior based on the social network theory perspective,and tests the influencing factors through empirical analysis.Firstly,this paper expounds the background and meaning of the topic.By combing the literature,defining the concept and characteristics of WeChat group information exchange behavior,the theory of information exchange behavior and the theory of social network,it provides theoretical preparation for the analysis of influencing factors.Secondly,through the analysis of WeChat group information exchange process,this paper summarizes the influencing factors of WeChat group information exchange behavior,and analyzes the nodes,relationship strengths and network types involved in WeChat group information exchange behavior based on social network theory perspective,and summarizes the influence of WeChat group information exchange behavior.Factors,and then through the user interview and researchs to test and supplementthe influencing factors which has been analyzed previously.Then,according to the influencing factors,the influencing factors model of WeChat group information exchange behavior is constructed and relevant hypotheses are proposed.Through the questionnaire,the influencing factors and research hypotheses derived from the previous analysis are tested.The timeliness of information,information usefulness,information authenticity,individual preference,user activity,exchange reciprocity,interaction frequency,network type and network influence has a positive impact on WeChat group information exchange behavior.Finally,this paper summarizes and deepens the previous analysis,concludesthe influencing factors of WeChat group information exchange behavior,enhances the expressive ability of WeChat group user information exchange,enhances the enthusiasm of user information exchange,and gives recommendations on how to provide a better service to this kind of applications.