Research On The Impact Of Satisfaction Of Psychological Needs On Users' Continuance Intention To Read The Micro-business Advertising

Since the launch of WeChat by Tencent in 2011,the use of WeChat has long been a part of modern people's life.With the continuous development of the WeChat Moments,a new form of advertisement has slowly became popular,that is micro-business advertising in the Moments.But,high reading rate is the basis of good advertising effects.However,scholars have done little research on micro-business advertising in the Moments now,and there is a lack of empirical research with data support.Therefore,we think that it is necessary to research WeChat users' continuance intention to read it from the perspective of the users.After we analyze the psychological needs of the WeChat users browse WeChat Moments,we will combine the self-determination theory with the intrinsic motivation and psychological reactance theory to explore the influence of the satisfaction of basic psychological needs when WeChat users reading the micro-business advertising in the Moments on WeChat users' continuance reading intention and the underlying mechanism.This study first collates and analyzes self-determination theory,intrinsic motivation theory,psychological reactance theory and the research about continuous use willingness,which provides theoretical basis for this study.Then we analyze the influence mechanism of the satisfaction of basic psychological needs on the continuing reading intention when WeChat users reading the micro-business advertising in the Moments,and the mediating role of intrinsic motivation and psychological reactance.On this basis,we propose research hypotheses and construct the theoretical model.With reference to the existing maturity scale,this study's scales are compiled,and after the revising process of the pre-test questionnaire,a formal questionnaire is formed.The research data are collected through online and offline questionnaire survey,and statistical analysis methods such as reliability and validity analysis,correlation analysis and structural equation model analysis are used to verify the hypotheses and the theoretical model proposed in this study.The results of the study found that: the perceived autonomy and perceived relatedness have significant positive impacts on intrinsic motivation and continuing reading intention when WeChat users reading the micro-business advertising in the Moments;the perceived autonomy has a significant negative effect on two dimensions of psychological reactance(the compulsive feeling and the intention inference manipulation),but the perceived relatedness only has a significant negative effect on the intention inference manipulation;the intrinsic motivation has a significant positive impact oncontinuing reading intention,and two dimensions of psychological reactance have significant negative effect on continuing reading intention;the intrinsic motivation and the psychological reactance respectively play a partial mediation between perceived autonomy and continuing reading intention,perceived relatedness and continuing reading intention;however,perceived competence has no significant impact on intrinsic motivation,psychological reactance and continuing reading intention in this study.Finally,based on the research conclusions,this paper puts forward corresponding marketing suggestions for micro-business in the WeChat Moments.