Author(s)

Sixian Niu

Corresponding Author

Sixian Niu

Abstract

In summary of the characteristics of social media and social media environment, on the basis of user behavior characteristics, select the domestic rapid development in recent years, two of the most influential social media platform, twitter and WeChat, from the user groups, information services, information dissemination way, the case analysis of four aspects carries on the comparative analysis, the micro blogging and WeChat has carried on the multidimensional summary the characteristics of the two platforms. Then adopt the method of questionnaire to the micro blogging and WeChat users were investigated, from the user's basic characteristics, usage, information behavior characteristics, influence factors and user information behavior on weibo and WeChat platform cognition five parts data investigation. Then described the investigation questionnaire data statistics and factor analysis, summed up the micro blogging and WeChat two main platform users information behavior characteristics, influence factors and user's perception of two platforms and preferences. Finally, the analysis results and influencing factors of information behavior are used to construct the model of influencing factors of user information behavior in social media marketing.

Keywords

Big data; environment; social media; users; behavior analysis