Research On Influence Factors Of User Participation Behavior Of Micro Message Public Platform

With the constantly updating Internet technology today, the enterprise marketing mode is also quickly moving forward. We Chat as the representative of the Internet platform has become an important marketing tool for enterprise,and We Chat public platform as a new Internet platform with social media attributes and virtual community development condition, has played an important role in it. The enterprise can closely interact one another among the users through We Chat public platform, at the point of view to the users who want to accept to communicate, integrating brand elements during information communicating, brand image delivering in the process of telling stories, strengthening the brand impression in the interaction. Compared with the traditional marketing methods, micro channel marketing has many insurmountable advantage: low cost, precision and so on.But We Chat as a public platform with social media attributes and virtual community development condition, has its own unique characteristics and attributes, how to effectively use and give full play to its marketing value have become the question we have to consider.This paper discusses the factors affecting the individual user participation We Chat public platform behavior,In reference to previous scholars based on the acceptance of information technology, virtual community participation behavior research on,Combined with the characteristics of We Chat public platform of itself, the functional benefits, recreational benefits and usability degree as three main influencing factors, and the social identity as an intermediary variable, research We Chat public platform user participation behavior.Using a questionnaire survey approach, using empirical methods to verify the internal influence mechanism between them. The results are as follows: the functional benefits, recreational income has a significant positive influence on user participation behavior, the influence degree from high to low are functional benefits, recreational benefit.Usability degree has no significant influence on user participation behavior.In addition, the social identity of user plays a partial mediator effect between functional yield and participation behavior, and so does recreational benefits and participation behavior.Based on the theoretical level, by the study of We Chat public platform user participation behavior and its influencing factors, the demand of users for We Chat public platform for different services can be understood, the features of users participation in We Chat public platform behavior can be grasped, it can contribute to the deep study of the Internet platform of the users’ participation, improve the Internet platform user participation behavior theory. On the level of reality, as nowadays popular marketing tools, research on the participation behavior and influencing factors for the user of We Chat public platform, has a certain significance for those enterprise who do the marketing by using it. This paper provides positioning, product, service and other aspects of the marketing suggestions for the enterprise We Chat public platform, which is conducive to the service quality improvement of corporate We Chat public platform, the enhancement of the user viscosity, and better playing the We Chat public platform marketing value.