Research On Influence Factor Of The Wechat Public Platform Users’ Content Sharing Behavior

With the rapid rise of mobile Internet, We Chat has become a social tool of almost every smartphone user. Because of the Tencent company provides a point-to-point transmission of the information platform, namely We Chat Public platform, so more and more enterprises and brand choose to set up their own public platform as an important tool to promote the network marketing. Enterprises to promote their public platform relies mainly on the links to the followers push, but how to increase the followers, is the most concern problem of the enterprise. By reading the We Chat push message users to share their own social limits, is a very effective and important way, thus to explore the We Chat users in the psychological motivation of sharing public platform to push content and sharing behavior factors become important issues worthy to be discussed, this article will from this perspective to explore it.This article adopts the method of combining theory and practice. Of different media, the network platform of information content such as sharing research situation are analyzed and summarized, including the traditional media to social platform and We Chat platform, various tools of the literature is reviewed and evaluation, according to previous research results, especially for the network share issues related to the general characteristics of factors used in the research model has carried on the induction, We Chat users as the basis of the information the audience needs, combined with the use of classical meet theory and assisted with media richness theory, the user’s motivation factors into information demand and approval requirements, altruism, entertainment needs and interests demand the five dimensions, respectively, on the impact of proposed on We Chat content sharing behavior hypothesis, theoretical model is established. This study adopted a particular selection from the public accounts to We Chat user push network questionnaire survey method of data collection work. Using SPSS software to analyze the reliability and validity of data, using Warp PLS software analyzes the structural equation of fitting degree and path coefficient test. Finally the results of the entire study are analyzed and discussed.The research results show that in the five dimensions of differentiation, information needs the motivation factors affect We Chat user content sharing behavior was not significant; Self-identification demand, entertainment needs and the rest of the altruistic needs and interests of We Chat user to participate in the public platform for content sharing have significant positive influence on behavior. In addition, media richness demand for information demand, self-identity, altruism and entertainment satisfaction has a positive impact, affecting the We Chat public platform of the user content to share.