Research On The Behavior And Effect Of WeChat Users' Prize Information Sharing

Along with the rapid development of network technology,We Chat,Tencent QQ,Weibo and other social media has become increasingly perfect,individual in social media to share information with a lot of timeliness and convenience,but some companies will share or word of mouth marketing strategy combined with information sharing,using adaptive users to share information,prize information sharing is the product of this mode.Although the sharing of information with awards has brought some favorable conditions to users and enterprises,there are also many problems,such as the flood of sharing with awards,which causes information disturbance to most users,reduces the loyalty of enterprise fans,and pollutes the information ecological environment.Therefore,from the perspective of We Chat,users,this paper mainly explores the relationship between We Chat users' sharing behavior characteristics,sharing motivation and sharing effect under the regulation of relationship strength,and puts forward some suggestions.First of all,according to the summary of previous literature and the actual situation,this paper divides the effect of We Chat users' prize information sharing into positive effect and negative effect,and then based on the 5W theory,motivation theory and strength relationship theory,discusses that the motivation of We Chat users' sharing and the strength of the audience relationship may affect the effect of We Chat users' prize information sharing.Secondly,from the two aspects of sharing motivation and sharing environment,this paper divides the motivation of We Chat users to share prize information into reward,altruism,entertainment,reciprocity and herd psychology,and discusses that the above motivation can not only affect the behavior of prize information sharing,but also bring different effects on the effect of prize information sharing.Thirdly,based on the theory of strong and weak relationship,this paper divides the dimensions of audience relationship strength into strong relationship audience and weak relationship audience,and discusses that relationship strength can adjust the influence of sharing motivation on sharing effect.Finally,on the basis of the above analysis,this paper constructs a model of We Chat users' prize information sharing effect,and uses the methods of questionnaire survey and data analysis to verify and analyze the model.The results show that:(1)The rewarded information sharing behavior of We Chat users has obvious main characteristics.The age distribution is mainly concentrated in the young and middle-aged groups.In terms of academic qualifications,it is mainly distributed in higher education.In terms of income,We Chat user groups with lower incomes are more likely to share rewarded information.In the occupation distribution,mainly concentrated in school student and freelancers.From the overall perspective of We Chat users,the ratio of women Men share rewarded information with great intensity.In addition,We Chat users' rewarded information sharing methods are mainly peer-to-peer sharing.This may be because the peer-to-peer sharing method in a closed state is more mandatory and will not be affected by the pressure of third-party attention.Information exchange will be more Direct and relaxed.(2)Wechat users' rewarding information sharing behavior is driven by many factors,including reward,altruism,entertainment,reciprocity and herd mentality.(3)The motivation of We Chat users' rewarded information sharing can affect the effect of prize information sharing,and this process is strongly regulated by the relationship between strength and weakness.That is to say,sharing motivations under strong relationships are more likely to promote positive sharing effects.The order of their influence is: F5 altruism>F4 recreational entertainment = F3 herd mentality = F1 rewards = F2 reciprocity;however,under weak relationships,sharing motivations and The sharing effect does not have a significant relationship,which reflects the randomness of the motivation for sharing rewarded information under a weak relationship.According to the results,this paper puts forward feasible suggestions from the three aspects of We Chat users,We Chat platform and application prize information enterprises,which is of great significance for We Chat users to share prize information reasonably,improve the management mechanism of We Chat platform,and improve the rational development of enterprises applying prize information.