Research On The Influencing Factors Of Cross-social Media Choice Behavior Of Young WeChat Users

With the increasing integration of WeChat in real life,some young users begin to reduce or do not publish content in the circle of friends,but use other media platforms(such as Weibo)for emotional disclosure and image building.Both WeChat and Weibo are mature social media platforms,which are now in a stable development period.The diverting of users due to different positioning or functions has already been completed in the promotion period.In the absence of major functional and technical updates,more and more "discard" and "use less" WeChat Moments appear,and more and more WeChat users who use Weibo.This raises the question: What are the demographic and media usage characteristics of WeChat users who generate cross-media selection behavior? What factors influence WeChat users' cross-social media choice intention and behavior? What are the motivations for WeChat users to make cross-social media choices? What kind of media social phenomenon does it reflect? What implications does the emergence of cross-social media choice bring to the development of social media?On the basis of reviewing the existing research,this research is based on Unified Theory of Acceptance and Use of Technology 2 generation model(UTAUT2)proposed performance expectations,the efforts of expectation,social influence factors,such as combination of media to use in the theory of motivation to relief pressure,motivation,emotional motivation and social motivation variables set the structural equation model on research topics,and research hypotheses are put forward.After questionnaire distributed recovery,using SPSS and AMOS software to quantify the data analysis,model fitting and hypothesis testing found that the influence WeChat users across social media choice behavior factor,Performance Expectancy,Effort Expectancy,Tension Release Need factor by selecting intend to mediation,a positive impact on choice behavior;Affective Need and Social Motivation have a positive influence on choice behavior through performance expectation and choice intention.Social influencing factors have negative influence on choice behavior through the mediation of choice intention.The research found that there are three reasons for young WeChat users' cross-social media choice behavior: From the social perspective,WeChat is more and more closely connected with real life,which shifts the real pressure to online,and the increase of weak friends dilutes the strong social attributes,which deviates from the original social motivation.At the same time,the rise of "sharing with friends and family" and "sharing" culture brings about anxiety about media use,forming an "online silence spiral".From the technical point of view,the rise of short video replaces the original display function,and the application of "audience isolation" function Narrows the transmission range and shortens the effect.From the personal perspective,through the differentiated shaping of media images,to meet different types of audiences,to meet different needs of expression,in order to further protect privacy,in different platforms to selectively display.The emergence of cross-social media phenomenon has the following enlightenment for the development of social media in the future: 1.Vertical and professional development of social media is still the development trend;Second,multi-platform complementary use is the normal use of social media in the future;3.Alleviating media anxiety and protecting privacy are common problems in the development of all social media.