Migration And Return:An Analysis Of The Transfer Behavior Of Young Social Media Users

With the vigorous development of mobile communication and Internet technology,social media has become a great product of the Internet age.Various social media platforms are constantly integrating and evolving under the change of media technology,which not only enriches citizens’ media life,but also triggers increasingly fierce market competition..As a generation that has been born with Chinese social media,young people have witnessed the rise and fall of many social media platforms as "digital natives" and have become an important part of current social media users.environment,enjoy the dividends of the times brought by the information network first,and the user transfer behavior of young users in the process of using social media is becoming more and more common,not only manifested as user migration from "old media" to "new media",but also from Refluxing phenomenon of "new media" back to "old media".This study focuses on QQ and We Chat,two social media platforms that occupy the mainstream status of instant messaging among young users.Taking the social media user transfer behavior of young users between QQ and We Chat as the research clue,26high-frequency users of social media are investigated.Semi-structured interviews,and using grounded theory to process,summarize,refine and analyze the interview data,and finally construct a theoretical model of social media youth user transfer behavior.According to the analysis of the model,this study believes that the social media transfer behavior of young users is presented as user migration from QQ to We Chat and user return from We Chat to QQ.The two ways constitute the current media usage of young users.This paper analyzes the formation mechanism and specific causes of the above two transfer behaviors.The study found that the influence factor of the migration behavior of young social media users is: based on the personal motivation under the transformation of old and new identities,the group influence after the collapse of the common context,the integration of media into the social environment of users’ lives,and the platform thrust generated by the emergence of system defects;The reasons for the return phenomenon of young social media users include: personal emotions affected by media nostalgia and expression anxiety,media dependence due to the continuation of habits and carriers,the relatively "mature" function supply of QQ,and the relatively "necessary" practical needs of QQ.In addition,by grasping the psychology and rules of media use of young users reflected in the social media transfer behavior of young users,this paper aims to provide inspiration for traditional media in the transition period of integration and relatively scarce young users.It believes that traditional media should attach importance to openness and connection,deeply cultivate users and services,"embed" social and circle layer,and strengthen the social relationship of users as the basis.Build a new media integration platform with user relationship as the core,reabsorb,gather and retain more young users,and do a good job in long-term management of user relationship.