媒介融合背景下移动新闻客户端的发展——基于青年群体的使用与满足

媒介融合催生了新闻媒体的数字化转型，确立了用户的主体地位。掌握用户对于媒体的使用动机、选择理由及满意程度，逐渐成为媒体发展的核心竞争资本。为分析媒介融合背景之下移动新闻客户端的发展，以青年群体为研究对象，借助问卷分析法具体探究青年群体对新闻媒介的接触状况，及使用动机满足程度与媒介满意度之间的关系。研究发现，用户对非官方新闻媒介的使用频率较高；而以新闻微博与移动新闻客户端为对象，媒介接触会影响新闻媒体对用户动机的满足程度和用户对新闻媒体的媒介满意程度；媒介使用动机的满足程度与媒介满意度间存在正向相关。为提升用户对新闻媒介的满意度，实现用户依赖与忠诚，必须在信息动机上强化内容定制，在便利动机上完善信息分聚，在娱乐动机上重视用户创造，在社交动机上追求社交化、本地化与移动化的有机整合，进而塑造具有品牌特色的移动新闻客户端。

The Development of Mobile News Apps in the Background of Media Convergence-Based on the Uses and Gratification of Youth Group

Media convergence has brought about the digital transformation of news media, and further established the user''s dominant position. How to grasp the user''s motivation, the reasons for choices and the satisfaction degree with the media gradually become the core competitive capital for media development. In order to analyze the development of mobile news Apps in the background of media integration, this paper took the youth group as the research object, and used questionnaire analysis to study the contact of the youth group with news media, and the relationship between the satisfaction degree of motivation for media use and media gratifications. The results showed, firstly, the unofficial news websites and microblogs enjoy high usage frequency; secondly, media contact can influence the satisfaction degree of motivation for media use and the gratification with news Apps; thirdly, there is a positive correlation between the satisfaction degree of motivation for media use and media gratification. In order to enhance users'' gratification, dependency on and loyalty to the news media, it is necessary to strengthen the content customization for the information motivation, improve the information gathering for the convenience motivation, focus on the user generation for the entertainment motivation, pursue the organic integration of socialization, localization and mobility for the social motivation, and then create mobile news Apps with brand characteristics.