A Study On The Influence Of Music Social Motivation Of "Generation Z" Users In Online Music Community On Their Music Social Behavior

In the era of mobile Internet,the rise of mobile terminals has continued to increase the proportion of mobile Internet access.According to the CCTV special report “online music enters the mobile social age”,the rise of a number of new music mobile social software represented by Netease cloud music marks the beginning of digital music into the mobile social age.Therefore,it is of great significance for the sustainable development of online music community to study the factors that drive users to have social behaviors and how these factors affect their behaviors.Based on the theory of use and gratification theory,motivation theory and interaction ritual chain theory,this paper analyzes the influence of music social behavior(onlooking social behavior,expression social behavior and communication social behavior)on music social behavior(information motivation,entertainment motivation,emotional motivation,social communication motivation and self realization motivation)with motivation behavior as the main line Behavior).At the same time,according to the age difference of "Generation Z",this study divides them into post-95 and Post-00 groups to test whether different age groups have regulatory effect.Through theoretical discussion and empirical analysis,the main conclusions are as follows:(1)Music social behavior mainly includes three specific dimensions: onlooking social behavior,expression social behavior and communication fashion social behavior,which respectively reflect the activity of interaction between users and the depth of participation inonline community,and specifically show the current situation of users' participation in the music community.(2)Individual motivation has different effects on the social behaviors of onlookers,expression and communication.Among them,on the level of onlooking,information motivation,entertainment motivation and emotional motivation have a significant positive impact;on the level of expression,information motivation,emotional motivation and social communication motivation have a significant positive impact;on the level of communication,social communication motivation and self realization motivation have a significant positive impact.(3)The age difference between the post-95 and the Post-00 is partly mediated by the influence of social motivation on social behavior.Among them,at the level of onlookers,the information motivation after 95 is more significant;at the level of expression,the emotional motivation after 95 is more significant;at the level of communication,the social communication motivation after 00 is more significant.