The Research On Participation Motivation Of SNS Sites Users

SNS stands for social networking sites or social networking service, which is a new Internet service to help people to build and maintain social relation. During the past few years, SNS increased with a high speed in China, having numbers of people using the sites as everyday routine and different types and targets of SNS sites appeard which attracted scholars in different countries to study SNS sites, such as the definition of SNS, development tendency, revenue model. Like other sites, a number of active users not only to support survive of SNS sites but also means a lot to the revenue of the sites. This article chooses participation motivation as independent variable, social identity and internalization as intervening variables, participation intensity as dependent variable to study the relationship between participation motivation and participation intensity. At last, we give some marketing suggestions to SNS sites. We have conclusions as follows: Firstly, information, entertainment, social interaction and game motivation have a significant positive relationship with participation intensity. The participation intensity variable were regressed on the four motivation variables in a multiple regression analysis, which revealed that the motivation variables labeled information, entertainment, social interaction and game were predictors of participation intensity.Secondly, the role of intervening variable labled social identity was confirmed, but the role of the variable internalization was not confirmed. The intermediary role of social identity between information, game and participation intensity is entirely, and the intermediary role of social indentity between entertainment, social interaction and participation intensity is partial.Thirdly, the variance analysis revealed that all variables didn't have significant discrepancy on gender, age and profession. Information and behavior participation intensity had significant discrepancy on educational status. The motivation variables labeled information, entertainment and social interaction had significant discrepancy on income.