Research On Motivation Of Wechat Users' Knowledge Contribution Behavior Among Communities

With the rapid development of Internet technology,cloud computing and AI,people's life is more inseparable from smart phone and other mobile devices.WeChat is one of the most popular applications in mobile phones,occupying the important position of virtual interaction.Because of the birth of WeChat groups,the relationship between people becomes more closely related.Every WeChat group is based on specific interest or need of work.In a WeChat group,there is quite a strong relationship between individuals,and one or more opinion leaders will be found in community.But among WeChat groups,there is quite a weak relationship.The formation of relationship is promoted by communication of individuals,such as members' knowledge sharing,voting,promoting and so on.The spread of knowledge in the virtual network can also lead to WeChat users' knowledge contribution behavior among communities.With the gradual popularity of 5G network in China and migration of users from one community to the other,this trend will become more apparent.This paper studies the motivation and its influential factors of knowledge contribution behavior of WeChat users among communities.Considering that there are many types,in order to make the research more specific,this paper determine to have a study from the perspective of forwarding in WeChat groups.First,based on the characteristics of members' information forwarding behavior in Wechat groups,analyzing the motivation of WeChat group members by game theory and simulating the trend of strategy selection,which provides the theoretical basis for the subsequent empirical analysis.Secondly,based on the previous literature,summarizing the factors which can reflect the motivation of WeChat group's information forwarding behavior,establishing the hypothetical model of motivation,proposing the hypotheses,designing the measurement scale,distributing the survey questionnaire and collecting the questionnaire original data.Thirdly,using the method of descriptive statistics,reliability test and exploratory factor analysis to have an In-depth study of the data of research and getting the modified motivation variables,such as "helpful","self-improvement","additional reward","execution cost "," Information processing capabilities " and so on.After modifying the model and assumptions,this paper constructs a multivariate regression model to verify the research hypothesis and test the variable interaction.Finally,based on the empirical results,drawing some effective suggestions to promote the operation of WeChat groups and the enthusiasm of groups' members.