Research On The Use And Satisfaction Of The Users Of Stranger Social Soul Platform

With the reconstruction of "virtual" and "reality" by the Internet,people's social needs have become diversified.the strangers' social relations established by means of social media platforms is one of the manifestation of diversified needs.Stranger social contact has the characteristics of anonymity and interact out of the role,which satisfies the needs of users to vent their emotions and seek recognition,and thus attracts a large number of young users to use it.The study is on the stranger social Soul platform,which Characterized by "soul social",has a great vogue in recent two years.In this study,we use the theory of use and satisfaction,the qualitative and quantitative research methods to study the user's use motivation,use behavior,satisfaction effect and the influencing factors of satisfaction.The specific research methods are in-depth interview,questionnaire and content analysis method.The in-depth interview method aims at preliminary analysis of users' motivation and provides pre-test data for questionnaire design.The questionnaire consists of two parts: one is the analysis of users' motivations and behaviors;the other is the measurement of users' satisfaction degree.The content analysis method aims to analyze the effect of users' satisfaction and the influencing factors of users' satisfaction based on the evaluation of the use of Soul platform in Zhihu community.Based on the research results,the study summaries the problems of Soul platform and put forward Suggestions for optimization.It is found that the generation of users' motivation to use is affected by both social factors and psychological factors,such as the rapid development of stranger society and the anxiety emotion.The motivation to use can be divided into six categories: selfexpression motivation,social motivation,compensation for reality motivation,emotional motivation,pass the time motivation,and seeking interest motivation.In the process of using the platform,with the change of the use time,the user's motivation will change from the single to the diversification,from the social matching to the community content participation.The users satisfy their needs through online and offline usage scenarios.Online includes three forms: creating personal virtual social images,tagging themselves,sharing and participating in content production.Offline is the meeting in real life.In terms of satisfaction degree,the satisfaction degree of selfexpression,emotional demand and time passing is higher,followed by the satisfaction degree of compensating realistic demand and seeking interest demand,while the satisfaction degree of social demand is weaker.According to the analysis results of users' use and satisfaction,this paper finds that the Soul platform has the following four problems: weak connection of social relations,low viscosity of users;Algorithm recommendation content,lack of diversified information;The development direction deviates from the original intention,falls into the convergent development;The auditing mechanism is not perfect,and there are ethical anomie.This paper also puts forward five Suggestions: combining social contact and entertainment to enrich social contact;cultivate the interest group to enhance user identity;Attach importance to content maintenance and optimize algorithm recommendation;Platform function upgrade iteration,maintain the platform characteristics;Strengthen the role of "gatekeeper" and standardize the auditing mechanism.