Analysis of Emotional Needs for Users Who Choose to Push Book Bloggers Based on the Censydiam Model——Take Tik Tok, WeChat Channel and RED as Examples

Abstract

Users are experiencing new things as a result of the new communication channels, and book readers now choose, evaluate, discuss, and exchange books using online platforms like Tik Tok, WeChat Channel, and RED. Thus, this study uses the Censydiam model as its theoretical foundation. The research object for this paper is the consumers who watch the videos of book-pushing bloggers on the social media sites Tik Tok, WeChat Channel, and RED. The in-depth interview method is also used. Twelve The interviewees do semantic analysis on the interview material, extract and encode the emotional requirements' keywords, and choose each keyword based on the importance of the emotional needs' propensity to gather user data. The "keyword-emotional demand" insight table is used to investigate the ingrained emotional need of Chinese readers. Enjoyment, Conviviality, Belonging, Control, and Self are the primary emotional motivation needs of users, and interaction, resonance, expansion, acquisition, refinement, and appreciation are the top 5 keywords for users' emotional experience when watching book bloggers' videos. Book bloggers and publishing companies can apply the above users' main emotional needs to the production of book video content, and improve and optimise the content production.