A Study on the Participation Motivation of 'Send and Receive Network Red Envelopes'

摘要

With the popularity of smart phones and the development of Internet technology, the phenomenon of sending and receiving network red envelopes has penetrated into people's daily life, and the study is to explore theparticipation motivation of "send and receive network red envelopes" phenomenon, so that we can treat it in a reasonable manner. Firstly, through literature analysisand open questionnaire survey, we can understand the participation motivation of sending and receiving network red envelopes, and construct the theoretical model, then a questionnaire survey was conducted among 537 subjects who had used network red envelopes, and exploratory factor analysis and confirmatory factor analysis were conducted using SPSS17.0 and AMOS24.0. The model construction is reasonable. Gamesentertainment, obtaining a sense of achievement, obtaining economic interests, conformity psychology and social contact psychology are 5 factors that influence the behavior of sending and receiving network red envelopes. The reliability and validity of the participation motivation questionnaire of "send and receive network red envelopes"basically meet the requirements of psychometrics.