Research On Users' Motivation Of Wechat Reading APP

At present,mobile reading has gradually become a common reading choice in today's society.Due to the popularity of mobile reading,the audience has changed the traditional way of reading and read on the mobile reading terminal.With the development of mobile reading market,the concept of reading is changing rapidly.Wechat reading app produced by Tencent group launched social reading under the banner of "social + reading" in 2015.Its unique reading concept-"make reading no longer lonely" is exactly this new social mode,which is popular among readers.Of course,online provides users with a comfortable reading atmosphere,constantly mining and providing the reading resources users need,creating an excellent reading experience and recommending the right books for users.In this study,a reading mobile reading app of wechat reading is selected.The research object is the users of wechat reading.The motivation of users of wechat reading is explored from the use situation and the basic characteristics of users.By exploring,this paper aims to clarify the motivation of wechat readers,whether demographic variables will affect the motivation of wechat readers,what are the main motivations that affect the behavior of wechat readers,and what are the main motivations that affect the number of friends of wechat readers.This study uses motivation theory,qualitative and quantitative methods to explore the following three aspects: user motivation,the difference of user motivation under demographic variables,and the relationship between user motivation and user behavior.The introduction includes the background and significance of this study,research ideas,research methods and research innovation.The first chapter is literature review of reading motivation,users' media use motivation under the network environment.The second chapter is the research design and method.Firstly,it puts forward the questions and hypotheses about the motivation of wechat readers,then defines and measures the independent variables,dependent variables and control variables of the research,and finally explains the design,distribution and collection of the questionnaire.The third chapter is data processing and analysis.In this study,spss19 was used to process and analyze the collected questionnaire data.Descriptive statistics,factor analysis,correlation analysis and regression analysis were used to verify the user motivation,the difference of user motivation under demographic variables,and the relationship between user motivation and user behavior.The fourth chapter is the conclusion and discussion.Explain and summarize the above data conclusions through the questionnaire analysis,and further discuss the data conclusions,and then get the final research results of this paper.Combined with the final research results of this paper,the corresponding research enlightenment is put forward.Finally,it points out the imperfections of this study and puts forward the prospects for future research.