Research On Determined Factors Of We Chat Friends Circle College Student Users’ Information Sharing Intention

As the larggest mobile internet application platform in China, WeChat has gradually become "connect all" way of life. carrying the social function of WeChat, Friends Circle‘s characteristics of the information dissemination and user‘s behavior have some significant differences when it is compared to other social media, user’s information sharing intention and behavior is also different from other social media. The previous research of the determined factors on information sharing intention and behavior for social media have some deficiencies of applicability under the certain background, however, information sharing has great significance for user‘s active and sustainable development of social media. Therefore, to investigate users‘ information sharing intention of WeChat Friends Circle and explore the determined factors of information sharing intention are necessary.This study is applying to the ―Uses and Gratifications Theory‖ as explanatory perspectives, and based on college student users as the object of samples, trying to explore the influencing factor of user’s information sharing intention. The research consists of three parts:Firstly, this study generalized the ―Connect all‖ platform features in Wechat, information communication characteristics and users information communication behavior in WeChat Friends Circle. And from the perspective of information sharing is a kind of media use behavior, discussed users‘ demand factors for all kinds of social media.Secondly, this study explored and analysis the users‘ demand factors that affecting information sharing intention through in-depth interview, therefore summed up 8 demand factors that impact the information sharing intention of college student uses in WeChat Friends Circle: information needs, entertainment, self-identity, influence, social interaction, impression management, the sense of belonging and interests & propaganda.Thirdly,Based on former studies and exploratory interview results, set up a model of College Students users‘ determined factors of information sharing in WeChat Friends Circle to empirically examine. In pre-research stage, based on the 94 effective samples of Pre-test questionnaire, conducted the reliability and validity analysis and modification, thus formed a formal research questionnaire. Then, this study started data analysis for 231 effective samples of formal collected questionnaire by SPSS and AMOS software package, including descriptive statistics analysis, correlation analysis and structural equation model, and tried to inspect the conceptual model and research hypothesis. Accordingly, some meaningful conclusions were achieved.Main conclusions include: Identity requirements for WeChat Friends Circle have significant positive influence on College student users‘ information sharing intention. Social demand for WeChat Friends Circle has significant positive influence on users‘ information sharing intention. Informational demands of WeChat Friends Circle have some significant positive influence on users‘ information sharing intention. Recreational demand for WeChat Friends Circle has significant positive influence on users‘ information sharing intention.Based on the above conclusion, this study examined the applicability of Uses and Gratifications Theory in the field of mobile social media, enriched the empirical study of the relationship between user requirements and information sharing, and provides some certain references for enhancing the users‘ information sharing intention WeChat Friends Circle and further researches.