Research To Influential Factors Of Adoption And Use On Wechat Users

With the increasing of use crowd, communication activities occurred in WeChat public accounts had been in the increasingly frequent.For the scale of communication activities,the public accounts gradually become indispensable in new media campaign.However, the increasing of users will inevitably cause a surge of similar accounts, and the space of survival and development will be squeezed.Therefore, because of this problem,the number of users between different accounts has been polarized. Even more, many public accounts have the problem in lack or loss of users.As the mutual beneficiary of focus communication forms,the difference between public accounts is different communication strategies. So, what should be how to develop strategies?In fact, from the perspective of communication, accounts and users is the relationship between media and audience."Use and Gratification" theory mentioned, in the process of contact between media and audience,the choice and use of audience will be affected by their own psychological and social environment.So,we can answer the question of the communication strategy,if we know which factors will affect users’ adoption.For the communication strategy of WeChat public account,we would use the questionnaire survey method to study the influencing factors of users’ adoption and use.In addition, this article would improve the logic of influence factors through the using of depth interview method.That’s to say, we would describe in detail where the various factors act on in the process of "Use and Gratification".Through the combination of quantitative research and qualitative research,this article also attempts to analyze a new research perspective of the "Use and Gratification",which is provided by the public accounts situation.Quantitative research results show that the factors affecting user’s adoption and use are requirement and motivation, information perceived quality, perceived ease of use, perceived usefulness, privacy concerns, and subjective norm. Among them, requirement and motivation and information perceived quality are not direct effects. Through perceived ease of use and perceived usefulness,they indirectly effects on users’ adoption.In addition,perceived usefulness,perceived usefulness and requirement and motivation are the biggest of all affecting factors.Following are information perceived quality,privacy concerns and perceived ease of use, and privacy concerns is the only one to influence negative on users’ adoption and use.Qualitative research results show that requirement and motivation affects users’ expectation about public accounts, and makes users decide what kind of public accounts they will focus on.In the subsequent contact behavior, subjective norm would guide users to select the specific public account. Perceived ease of use,and perceived usefulness can determine satisfaction of the user,and information perceived quality and privacy concerns can evaluate the media image which affect the secondary contact and adopted behavior of users.