A Study On The Influencing Factors Of Strangers’ Social Application Young Users’ Behavior ——Taking Soul As An Example

According to the 49th report of CNNIC,as of December 2021,the proportion of mobile Internet users in China has reached 99.7%.Mature information technology foundation has laid a sufficient foundation for the development of social media in China.Some scholars believe that modern interpersonal relationships have changed into the communication form of "getting acquainted with strangers",and the social field in China shows the monopoly of acquaintances,public opinion and strangers,and the social application of strangers has become the main type of social field in China.Under this background,this paper attempts to analyze the users’ behavior of using the computermediated communication（CMC）media,which is different from acquaintances’ social applications,and dig out the key variables.Based on the explanation of strangers’ social behaviors,this paper will provide inspiration for the future development of social media.Analyzing the development overview,media ecology,application characteristics and Soul platform development characteristics of strangers’ social application,and combs the media development history of the research object.First-hand text materials are obtained through semi-structured interviews with young users of the stranger social application Soul,qualitative analysis results of UTAUT technology acceptance model and grounded theory are integrated,new variables are created,and a model of influencing factors of users’ usage behavior of the stranger social application is built.After the questionnaire was issued and collected,SPSS and Amos software were used to analyze the data.The empirical results showed that social influence,emotional motivation,social motivation and self-presentation motivation factors had positive effects on the user behavior of strangers’ social applications,while efforts were expected to have negative effects on the user behavior of strangers’ social applications,while relieving stress motivation factors had no effect on the user behavior of strangers’ social applications.On the basis of the above research,this paper analyzes the motivation of strangers’ social applications from three levels: macro-society,meso-media and micro-individual.At the social level,the use of strangers’ social applications has the dual promotion of real society and online society.The change of strangers’ social relations makes social individuals lower their social threshold,and under the pressure of online social pressure,individuals are also trying to return to the original motivation of online social interaction.At the media level,the use behavior of strangers’ social applications has two incentives:the development of media industry and the drive of media functions.The differentiation orientation of social platforms has catalyzed the users’ media use demand,while the online driving of social entertainment functions has also enriched the users’ social patterns.At the personal level,the use behavior of strangers’ social applications can be divided into internal needs and external needs.Internal needs are intended to meet the social needs of individuals and expand the social capital of the network,while external needs are users’ multi-dimensional self-image and cross-platform selective presentation.On this basis,this paper provides the following development enlightenment for the development of social media: cross-platform selective self-presentation is the future trend of media use behavior;Network social capital has become a new important resource for media users;The use of media anxiety is becoming more and more obvious,and the innovative design of decompression is urgently needed.