Research On Platform-swinging Of Social Media Platforms’ Users

With the development of the Internet and the increase in the length of time people use mobile phones,social media platforms are constantly being popularized.These platforms are popular among users because they meet their kinds of needs,like social interaction,entertainment,open expression,access to information and so on.The entire social media environment is becoming more complex and diverse.At the same time,users have diversified needs for social medias,and the use of a single social media cannot meet them.The concept of social media switching behavior means that users no longer use the old social media platform after the transfer.Platform-swinging is that users repeatedly and sway on different social media platforms.They use multiple platforms to meet diverse needs.In this process,users have used multiple social media platforms.Platform-swinging has become a daily practice for social media users.There are abundant studies on social media,but many of them focus on a single social media,mainly focusing on users’ behaviors,the marketing effect and use of social media in business,the privacy and security issues of social media,and how social capital and social media interact.In terms of comparative research on social media,scholars mainly analyze the differences in information transmission characteristics and transmission efficiency of various social media platforms,or focus on the differences between old and new social medias,in order to study on the social media transfer and burnout of users.The perspective more emphasizes the user’s abandonment of the old social media,and thus transferred to the new social media platform.Few scholars pay attention to the phenomenon and behavior of users’ platform-swinging.This article takes the domestic social media environment as the background,and takes the platform-swinging behavior of domestic social media users as the research object.It adopts a combination of literature research,questionnaire and in-depth interview to conduct the research on platform-swinging.This article conducts research from the following aspects: that is,whether there is platform-swinging for domestic social media users,and if so,the basic situation of users swinging on the four platforms of We Chat,QQ,Weibo and Tik Tok;how domestic social media users sway among these social media paltforms;the reasons of platform-swinging;the effects of platform-swinging.Based on the analysis of questionnaire data and analysis of interview data,the author believes that platform-swinging has become a daily practice for the domestic social media users.And the differences between social media platforms have formed complementary roles,and their similarities have formed a substitute role.To some extent,it has promoted the user’s platform-swinging.The user’s platform-swinging behavior is mainly reflected in two aspects.First,in terms of self-presentation,users form "plural" personalities,and second,users use platform-swinging to manage interpersonal relationships,which are used to promote or divide interpersonal relationships.And some users appeared account-swinging behavior.In terms of reasons,the platform swing mainly has three reasons: complex media environment,media ideology,and diversified motivations and needs.In terms of impact,compared to using only a single social media,users can obtain more satisfaction through platform-swinging.But at the same time,they have to bear higher time and social costs.On this basis,the author puts forward corresponding suggestions to the social media platforms and users,so that they can make reasonable use of the platformswinging.