Research On Wechat Official Account Of "Fans Of Playthings" Based On Uses And Gratifications Theory

As the carrier of Chinese scholar culture,playthings are materialized form for scholars and even emperors to express their own status and taste.With the passing of time,the connotation of playthings has been constantly expanding and extending,and its group has also changed from ancient scholars and nobles to today's ordinary people.With the increase of the lovers of playthings,the new media with the theme of playthings is also developing rapidly.The WeChat official account,which belongs to the Ryan game(Beijing)Technology Co.,Ltd.,is an online game exchange platform that integrates the knowledge of the playthings,the way of playing,interesting stories and the market information.In less than a year's operation time,the official account has become the best WeChat official account for playthings.This paper takes the WeChat official account of “Fans of playthings” as the research object,starts from the theory of "uses and gratifications",uses quantitative research method,analyzes the data of 458 valid questionnaires through SPSS23,and depicts the user portrait of the official account,the difference of motivation and satisfaction of the different population variables on the use of the WeChat public account "Fans of playthings",and also the behavioral difference caused by users' different motivation and satisfaction.After the comparative analysis of the data,it is found that residence and age are the important factors affecting the user's motivation and satisfaction.The difference between the motivation and satisfaction of different demographic variables lies in the fact that a higher level of cognitive motivation,social motivation and self-affirmation motivation enhances the user's loyalty,while a higher level of entertainment satisfaction and self-affirmation motivation enhances the user's loyalty.According to the findings of the study and the actual operation of the WeChat public account of "Fans of playthings",there are six problems existing in the public address: the positioning deviation of the core user group,the plight of the active users,the poor compatibility of the content of tweets,the inefficient online and offline interaction,the single and similar presentation mode,and the potential depreciation risk of the official account.Considering the problems discovered and combining with the operation experience of the excellent WeChat official accounts,the author puts forward four strategies for improving the situation:accurate relocating the users,cultivating the traditional culture behind the literary games,constructing the knowledge system of the playthings and building the WeChat matrix alliance.