Study On The Influence Of The Official Weibo Of TV Program On The Willingness To Watch

With the rapid development of new media,traditional media has been an exclusive market share is a step by step to occupy.Traditional media need to cooperate with the new media platform,the use of Internet thinking to achieve "change lanes" and transformation.CCTV-Suofu Rui media research on the microblogging TV dissemination index analysis and research,found to give television programs large enough microblogging discussion space,can effectively improve the program ratings.Therefore,more and more television programs have opened the official microblogging,and "microblogging" as an important marketing program position.This paper takes the second season of "Happy Comedy Man" of Dragon TV as an example.Based on the TAM model and the theory of "Use and Satisfaction",this paper puts forward a method to explain the demand of TV program official microblogging,The relationship between the theoretical model,the main analysis of the audience for the use of official microblogging demand for television programs,as well as the demand for these programs on the impact of the ratings.This article takes the control experimental method as the research method,and takes the official microblogging of the "Happy Comedy Man" in the second season as information stimulus,from the aspect of perceived ease of use,perceived usefulness,information demand,entertainment demand and social demand,The author analyzes the influence of official microblogging on TV viewing.In this paper,according to the existing research questionnaires at home and abroad,and combined with the characteristics of the case,were prepared for the audience to use the official microblogging TV program perception of ease of use,perceived usefulness,information needs,entertainment needs,social needs and ratings And to collect the sample data through the experimental method.By using spss19 to analyze the experimental data,we find that perceived usefulness,information needs,entertainment needs,social needs can directly affect the willingness to view.At the same time,through the regression analysis between the willingness to watch and the willingness to watch,this paper establishes the regression equation of perceived usefulness,entertainment demand and willingness to watch,and eliminates the information demand and social demand from the regression equation.