The Influence Of Social Motivation And Self-motivation On Audiobook User Behavior

The development of information technology and mobile Internet has influenced and changed people's reading habits and ways.Fragmented information acceptance and fragmented reading have become a trend,and listening to books has become a new way of reading.As the audio-books industry has risen rapidly in recent years,audio-books APP gradually become a new social tool in people's lives and work.This paper combines the classical theories of self-presentation theory,use and satisfaction theory,social compensation theory and so on,combined with the actual situation of audio-books APP users,to analyze the internal motivation of users and the internal relationship between them and their use behavior in the process of using audiobooks.This paper is divided into five parts,the introduction introduces the research background,purpose,significance and research methods of this paper;the second chapter introduces the related concepts and theoretical basis of audio-books,user selfmotivation and social motivation,self-presentation theory and "use and satisfaction" theory;the third chapter constructs the research model of this paper,puts forward five basic hypotheses and explains the theoretical basis of the research hypothesis;the fourth chapter introduces the research design and demonstration process of this paper,the research design includes questionnaire design,variable measurement,research results analysis and other steps.The research methods of this paper are mainly empirical analysis;the fourth chapter is to use the empirical analysis method to analyze the data of the questionnaire,that is,sample description analysis,correlation analysis and regression analysis;the fifth chapter is to take the research conclusion as the guide,and put forward the future development and prospect of the audio-book platform.According to the research results,this paper draws the following conclusions.The main motivation for users to use audio-books is self-promotion motivation,selfaffirmation motivation,social comparison motivation,social connection motivation,sharing social information motivation,five kinds of motivation,among which selfpromotion,social comparison motivation,self-affirmation are the three most intense motivations of respondents(2)there is a significant correlation between user's use motivation and use behavior,such as self-promotion motivation,self-affirmation motivation,social comparison motivation,social connection motivation,sharing social information motivation,the stronger the average use time will be longer,the selfaffirmation motivation,social comparison motivation,social connection motivation,sharing social information motivation is stronger,The higher the frequency of use.(3)Users with different introversion personality have significant differences in motivation.On the basis of the research results,this paper puts forward the following suggestions and suggestions: the platform should encourage the participation of usersIn operation,we should strengthen social function,build platform community,excavate the commercial value of users and carry out social marketing.