Research On Mobile Internet User Interaction Behavior And Guidance Mechanism Based On Platform Perspective

The development and popularization of mobile Internet technology has changed human life and behavior.It not only convenient for users to create and disseminate information received,also let them more actively involved in the information because it's SoLoMo characters.Portable mobile devices allow people to track their actions are recorded,and provides more potential business value for the society.The more active people interact with information,information can be spread more widely,while will bring more value and business opportunities.So,service providers and enterprises are very encouraging users to remain active on their own platform.Based on the above considerations,we employ a quantitative and qualitative approach in this paper to investigate the external and internal factors of information interaction behavior of users on china mobile platform and discusses the strategies and methods to effectively guide the user interaction.At the same time,we also mention the problems that should be paid attention to in the process of transferring the traditional network to the mobile channel,and hope to provide more reference,measurement model and theoretical framework for future researchBased on the classification of user information interaction,this paper deals with the topic of information retrieval and utilization,information sharing and information review,as well as cross channel transfer.8 studies of this paper have done in 4 aspects,including the following 3 research models,4 confirmatory factor analyses and the exploratory factor analysis.The paper makes a qualitative analysis of the 3 aspects of the user information interaction behavior and guidance mechanism in mobile scenarios too.Firstly,this paper summarizes the research and theory related to the interaction of information through social investigation and literature information retrieval.Based on this,the paper focuses on three aspects:information retrieval and utilization,information sharing and Information Review.At the same time determined to explain people's motivation behavior through the technology,content and social factors.Secondly,this paper refers to the information behavior model of Wilson through the qualitative and quantitative analysis,the paper explains the internal and external factors of the information retrieval and utilization of university teachers and students from the evolution and development of the literature information retrieval platform.Based on the survey of 635 teachers and students in more than 130 universities,we did exploratory factor analysis.We obtained four other factors besides the willingness to use:value identity,career help,perceived usefulness,and self-efficacy.Next,we draw on the previous research,and put forward a research model of micro-blog user's information sharing and comment motivation at 3 aspects of technology,content and social.We collected 476 valid questionnaires,and found that the model had good reliability and validity.The results show that the behavior of users sharing and commenting in the mobile environment is different from that of the traditional network.The study enriches the conclusions of similar studiesAfter that,this paper studies the mechanism of user participation in different types of platforms.This chapter divided into 4 small studies:the first study based on the survey data of the previous chapter,analyzes the difference of the 2 social networking platform guiding mechanism that between Sina and Tencent.A research model is proposed based on the content and social factors,and the mechanism of the retrieval platform is investigated in second study,we find that the evaluation of the content and the evaluation of the opinion leaders can affect the satisfaction of the users,thus affecting their willingness to participate.In addition,we makes a qualitative analysis of the news client and the mobile commerce client,and summarizes the strategies and characteristics of the users' participation.The factors that influence the user participation in the process of cross channel transfer become the last research topic.In this study,the paper puts forward a research model that affects the user's participation in mobile terminal services uses the consistency of perception and the existing quality of service as independent variables.Through the investigation of the cross channel users of "Jd mall",we found that the consistency of the service provider's information and the quality of service is an important factor affecting the behavior of user participation.