Research Of Wechat Users’ Likes Behavior

Every day there are countless "likes" in generation and transmission through Wechat moments. However, the existing literatures on the Wechat application, rarely to “likes” as the main object of study. In my study, the “likes” in Wechat moments is regard as a kind of communication behavior. It is also a mental process is effected by many factors. This study is able to understand the rich meanings of interpersonal interaction of the community application through the “likes” behavior.This study uses the method of questionnaire investigation, depth interview and content analysis method. Base on the questionnaire results and the TAM Technology Acceptance Model to explore important concepts trigger " likes" behavior, that "the attitude of the information", "interpersonal" motivation and "self-presentation" intentions. In-depth analysis the meaning of each concept under Wechat moments context, the influence degree and order to " likes" behavior through further depth interviews and content analysis. Finally establish the “likes” behavior pattern.My research of “likes” behavior is divided into two stages. In the first stage, "the attitude of the information" and "interpersonal motivation" will effect together to Wechat users by "information" and "publisher", and different orientation lead to different effects. The second stage, "self presentation" intention will filter according to the consistency of WeChat users’ own image, but because of self-presentation have different results in different categories, and finally if reach the critical point of "likes", it will happen "likes " behavior.