Research On Music Information Sharing Behavior Of Users Of WeChat Moments

Music information is artistic works and related cultural matters that use organized music to express and convey emotions and reflect real life.With the popularity of social networks and mobile terminals,more and more music lovers share music information on various social platforms represented by WeChat Moments.However,the current research on this behavior lacks an analytical framework,and the research perspective and population are relatively single.Based on the theory of information behavior,taking WeChat Moments as an example,this study constructs an analysis framework of music information sharing behavior,designs a questionnaire to investigate,finds out the similarities and differences of different types of users in this behavior,summarizes the behavior rules,and then guides practice.In this study,firstly,from the perspective of information behavior,referring to the 5W1M model in the theory of information behavior,combined with relevant literature,i constructed the 5W3H model to express the elements of WeChat Moments users’ music information sharing behavior,and analyzed the behavior process.Secondly,on this basis,combined with the relevant literature,the questionnaire was designed around the elements and process of the behavior,and the questionnaire was distributed by simple random sampling.Finally,according to the collected questionnaire data,using descriptive statistical analysis method to summarize the commonness of WeChat Moments users in music information sharing behavior,explored the differences of different types of users in the behavior,and used SPSS22.0 software for chi square test.According to the test results,the possible causes of the differences were analyzed and discussed.The results show that WeChat Moments users show similar preferences in frequency,motivation,object,scene,emotion and way of music information sharing,but there are differences in frequency,motivation,object,scene,emotion and way of music information sharing among users of different gender,age,occupation and professional background.There are differences in music information styles shared by different gender users(P=0.013);There are differences in behavior frequency(P<0.05),behavior motivation(P<0.05),music information source(P<0.05),style(P<0.05),language(P=0.005),behavior scene(P<0.05)and behavior emotion(P<0.05)among different age groups;There are differences in behavior frequency(P=0.02),shared music information style(P<0.05),behavior scene(P=0.002)and behavior emotion(P=0.027)among different occupations;There are differences in behavior frequency(P=0.002),sources of shared music information(P<0.05),external quality requirements of shared music information(P=0.003)and behavior style(P<0.05)among users with different professional backgrounds.The results shows that WeChat Moments users’ music information sharing behavior has generality,but different types of users have differences in some specific elements of the behavior.This study is an important supplement to the research on music information sharing behavior.The results can not only provide reference for various music information source platforms and wechat platforms to optimize product functions and services,but also provide reference for music industry practitioners to produce and release music information.It can also promote WeChat Moments users’ understanding of this behavior,so as to better conduct social interactions.