The Influence Of User Demands On The Communication Effect Of WeChat Community

As an important part of communication research,communication effect research has been widely concerned by scholars.User research is an important part of communication effect research,and the motivation or demand of users has an important influence on communication effect.In the new media era,with the increasing initiative of users,users have more optional rights to receive information content.In this context,studying the influence of users' motivation needs on communication effect in WeChat community not only provides a new entry point for the study of communication effect in the new era,but also helps community operators to better grasp the mechanism of community content communication and improve the quality of content communication,and at the same time helps users get more content they need in the community and improve the practice effect of family education.In this paper,the "12+coaching parents" of the WeChat community on family education established by Jiaqi Education,the first "internet plus Family Education" institution in Jiangxi Province,is taken as the research object,and the users(parents)in this WeChat community are taken as the research subject.By using the research methods of questionnaire survey and participatory observation,combined with the theory of "use and satisfaction",the influence of users' demand motivation on communication effect in the WeChat community of family education is analyzed in detail.At the same time,this paper discusses the countermeasures to improve the communication effect of WeChat community by combining users' demand motivation.The results show that in the aspect of motivation,information needs are the main motivational needs,and information needs significantly affect the users' understanding and acceptance effect,but have no significant impact on the practice effect.Emotional needs and social needs have significant influence on each dimension of communication effect.The entertainment demand has no significant influence on the three dimensions of communication effect.Habitual demand has a positive and significant impact on the practice effect.At the information level,the consumption of content in WeChat community shows a video shift,and users are more inclined to receive and watch audio and video information.In addition,users prefer to receive information between 20:00 and 23:00,which is also consistent with People's Daily life and rest habits.