Research On The Factors Affecting The Motivation And Use Behavior Of Today's Headlines

In recent years,with the popularity of the Internet and the rapid development of big data,various emerging media have emerged.People are paying more and more attention to the convenience and effectiveness of information transmission.People get the habit of getting news from the past reading newspapers,watching TV,and today they can get the latest news information directly by using the mobile app.This new type of self-media communication attracts more and more audiences and becomes the latest way to get news information.This article takes the headlines of today as an example to explore the influence of the motivation and use of self-media users.Based on the Theory of Use and Satisfaction(U&G)and the Technology Acceptance Model(TAM)as the framework,based on the development,characteristics and user group differences of today's headline websites in the media environment,the motivation for user participation in today's headlines was established.A hypothetical model of behavioral impact.The model takes the user's motivation as the independent variable,and uses the behavior as the dependent variable,gender,occupation and other demographic characteristics as the adjustment variables.It not only examines the relationship between the motivation and influencing factors of the headline users today,but also examines the demographic characteristics.The impact of differentiation on motivation to participate.This paper uses empirical research methods,based on the form of online questionnaires,supplemented by in-depth interviews,a total of 317 valid questionnaire data were collected,reliability and validity analysis of sample data using SPSS 19.0,the analysis results show that the reliability and validity of the scale data are good.Then use the structural equation model LISREL to fit the established model,the research results verify the rationality of the basic structure of the hypothesis model,and make appropriate corrections to the model,and obtain the following main conclusions:Both informational motivation and social motivation have a positive impact on perception;recreational motivation has a positive impact on perceived ease of use;socially recognized motivation has a positive impact on perceived usefulness motivation;perceptuality has a positive effect on usage behavior;use behavior has a positive effect on satisfaction;satisfaction has a positive effect on continuous use behavior;the regulatory variables of demographic characteristics have a positive impact on confidence motivation,recreational motivation,social motivation,and socially recognized motivation.The findings of the study found,recreational motivation has no effect on perceived usefulness,Socially recognized motivation has no effect on perceived ease of use.