"Platform Swing" Behavior Of "Post-90s" Mobile Social Media Users And Its Influencing Factors

In an era of high Internet penetration rate and high social media penetration rate,People’s Daily use of multiple social media platforms has become a common phenomenon.Users are accustomed to regard the social media environment as a whole and conduct "platform swing".For users of social media,they can obtain and download different types of social apps free of charge from mobile APP stores or APP markets,and users can easily switch platforms or migrate because the functions of various products are less different and easy to be replaced.This situation poses a big challenge for social APP operators.This is because they must master the main reasons for the switching activities of new media users among various social apps,so as to develop new users and maintain original users and take the initiative in the current development of the Internet.In 2019 Edson Tandoc et al.published a paper in Computer Media Communication that,guided by a niche and multimedia framework,launched a new concept,Platform Swinging,using Gershon’s term "The ideology of the medium." Users can assign different types of social relations on different social media platforms under the platform swing behavior,and realize "social connection" in the form of "social disconnection".In this way,users can adopt flexible impression management methods in different social media platforms and face different social relationships to achieve self-satisfaction.On this basis,this paper will use the "platform swing" theory to investigate the influencing factors of the "platform swing" behavior of post-90 s mobile social media users.In this paper,the research results show that after the 90 social media "platform swing" behavior mainly concentrated in the "circle of integration and adaptation","life entertainment and recreation","information seeking and searching","emotion expression and catharsis" this a few aspects,based on 90 questionnaires and interviews after the following were analyzed and summarized in this paper three kinds of influence factors,They are user factors,platform factors and information factors.At the same time,we also need to pay attention to the negative impact of users’ "platform swing" behavior.