Research On The Audience Behavior Of Wechat Public Communication

The development of new media technology has changed the media environment,WeChat as the representative of the social media has changed people's way of communication.Following micro-blog,public service activities with the WeChat platform,promoting the further reform of public communication industry in China,WeChat charity starts to become a new form of micro public welfare and influence in people's daily life,and promote the traditional public welfare dominated by elite changes for public.The new media has liberated the thought of the audience,the audience is both the receiver and communicator of information,participate in the communication of information and content production.The audience of traditional public communication is passive,but the WeChat public audience is the main force in communication,the success of "crowdfunding","donate steps" and "donate voice" shows the important role of the individual audience,their behavior also has a profound impact on the development of WeChat charity.Therefore,through the study of audience communication behavior,motivation and communication effect,and find the problems and solutions,it will have both theoretical and practical implications for WeChat charity.This paper mainly studies the WeChat public communication from the perspective of the audience behavior.Based on the reviews of the WeChat and the public communication,besides combined with empirical research investigating of the audience behavior and the related case analysis,this paper discusses the three aspects of the mechanism,motivation and effect of the audience's participation in WeChat's public communication.And based on the analysis of audience behavior,this paper put forward the direction of the WeChat public communication development,and put the public platform,the audience and the content three aspects as the key to build a healthy and orderly public communication environment,finally can stimulate the enthusiasm of audience participation,so as to ensure the sustainable development of the WeChat charity.In the research method,this paper mainly uses the literature analysis,the questionnaire survey and the case analysis method,these three kinds of analysis methods throughout the full text.The author collects academic articles,periodicals,academic monographs and network literature related to micro-public welfare,Public Communication and audience behavior to form an objective understanding of the audience's participation in the development of WeChat public communication.And then combined with the survey and the WeChat charity cases to analyze the behavior,motivation and effect of audience participation in WeChat charity.This paper is divided into six chapters:In the first chapter,the author puts forward the proposition of the research on the audience behavior in WeChat public communication.This paper discusses the research background and significance,and research status at home and abroad combing;defines the basic concept,including micro public good,WeChat charity,public communication and audience behavior;elaborated the development process of WeChat charity;explicited the research object,research approach and research method.The second chapter,audience behavior in WeChat public communication,including the data analysis of research investigate and the analysis of audience behavior two parts.The audience behavior analysis mainly involves audience segmentation,the main audience behavior and their behavior characteristics three aspects.This chapter paves the way for the following motivation and effect analysis.The third chapter,analysis of audience behavior motivation,mainly combined with the audience's behavior data analysis to research the audience motivation of their WeChat public communication participation behavior.On the basis of empirical research,this paper will deeply analyze the causes of audience participation from the WeChat public communication mode,uses and gratifications theory,group dynamics theory three aspects.The fourth chapter,the research of audience behavior effect of WeChat public communication.Through the analysis of audience behavior effect,including positive and negative effects,the behavior of the audience is conducive to the rapid and widespread communication of WeChat charity,and can promote the success of public service activities.But it also produced a false public information as the representative of the negative impact,hinder the healthy development of WeChat charity.The fifth chapter,the research of WeChat public communication development direction based on audience behavior,mainly through the analysis of audience behavior to point out the development direction of WeChat public communication.It can improve from WeChat public platform,audience,communication contents three aspects,on the one hand we shoud mobilize the enthusiasm of the audience to participate in the WeChat public communication;On the other hand,we also need to solve the disorder and confusion caused by the collective behavior of the audience,and reasonably constraints the behavior of the audience.The sixth chapter,the conclusion,combine several parts of the text,summed up the audience behavior in the WeChat public communication to achieve the objectives of the study.