Based On The "Uses And Gratifications" Theory Exploring Factors Contributing To "Baidu Knows" Usage Behavior

Internet appeared long time ago and was becoming mature, accompanied with that the information needs of users was also increasing, which made the Internet Q & A platform emerge. At the end of December 2014 users of the platform whose contents were generated by users(UGC) reached 490 million, indicating that the new quiz platform played an indispensable role in dissemination of knowledge on contemporary. This paper studies what affects Q & A platform of Internet usage behavior. For "Baidu knows" is the largest Chinese Internet Q & A platform, I choose it as a case study.The purpose of this study is to put forward feasible suggestions of "Baidu knows" development by empirical study of exploring factors contributing to "Baidu knows" usage behavior. At first the researcher sorted out the literature, then on the basis of other scholars put forward usage model, and assumed factors that affected the usage behavior. At second, the researcher collected data through questionnaires and analyzed them by SPPS to verify assumptions. Finally, according to the statistical results of the "Baidu knows" the researcher gave some advice on its development.The proposals were made up of five aspects: enhance problem solving convenience, improve the community degree, improve the quality of content, protect users’ personal information and upgrade the incentive mechanism.