Following a literature review, based on the "profitability" motivation and "social profitability" behavior, this paper studies the user's behavior of SNS. A research questionnaire is designed, the reliability and the validity of the scale are assessed, and the Neural Network is used to analyze the contribution of the users' motivation to the behavior of SNS. It is shown that different motivations have different effects on different behaviors. Various motivations contribute differently to the behaviors and a general tendency is seen as:usefulness > self-presentation > recreation > accessibility > profitability > conformity > sociability. Finally, some recommendations are proposed to run the SNS based on the analysis of the motivation and the users' behavior.

SNS (social network site)  /  user motivation  /  user behavior  /  neural network