Motivation research on the participation of multimedia Web page users in “share” behavior: a case study of Alipay

With the rapid development of mobile Internet technology, a series of activities such as “share billing bills”, “share songs list”, and “share footprints” in the past two years have won a great success and wide participation of users. It is of a great practical significance for enterprises to use multimedia to carry out “share” behavior to win users and gain competitive advantage. Therefore, this paper introduces the design of such multimedia pages and the multimedia technology used, and evaluates the interactivity of multimedia page design from the perspective of user experience. More specifically, we construct a motivation model for users to participate in “share” behavior, and use empirical research methods to analyze the impact of motivation (information motivation, social motivation, entertainment motivation) on users’ participation in “share” behavior. The results demonstrate that information motivation, social motivation, and entertainment motivation have a significant impact on users’ participation in “share” behavior. These influences, in the descending order of their importance, are entertainment motivation, information motivation, and social motivation. Privacy concerns do not play a mediating role in the relationship between motivation and user involvement in “share” behavior. Taken together, the results of the present study not only reveal and explain the motivation mechanism of consumers participating in “share” behavior in multimedia pages, but also help evaluate the perceived quality of emerging multimedia services from the perspective of consumer participation, as well as provide some inspiration for interactive design and improvement of multimedia pages.