The Empirical Analysis Of The Influence Factors Of WeChat Usage Behavior Of Changsha College Students

WeChat,the mobile social app was emerged in 2011.As a booming form of mobile social applications in recent years,WeChat has sparked a "micro revolution" with the powerful influence and rapidly rising number of users soon after its birth.This study focused on this mobile social application and a variety of new phenomenon in mobile social network,and took the Hunan Changsha area college students as the research object.And it is trying to explore the usage motivation of college students,their attitudes and behaviors,as well as the interaction between the three.With the perspective of communication studies,psychology,economics and marketing,and based on the predecessors' research and literature,with the grasp of the definition.function and characteristic of WeChat,this paper chose technology acceptance model(TAM)and expectation confirmation theory as the basic framework,and established its own model-WeChat users' expectation confirmation extension model,and put forward the research hypothesis.This Model takes the user's usage motivation as the independent variables,using attitude as the intermediary variables and the usage behavior as the dependent variable,demographic characteristics such as gender,educational background and learning state are the control variables.It is not just investigated the indirect relationship between the motivation and behavior,but also the direct relationship,which the TAM model did not do.The results verified the correction of the model,and drew the following conclusions:WeChat use behavior of college students have similarities and differences in the demographic variables;the motivation of college students is affecting their WeChat usage behavior,and there are commons and differences in the requirements of WeChat in different college students;college students' attitudes towards WeChat are affecting their usage behaviors,and peer groups,family,society and habits significantly influence the use of WeChat;WeChat reliance is not common among college students,but problematic use should be taken seriously;the satisfaction of WeChat?the penetration rate is comparatively high among college students,and the alternative is low,the geographical differences are not obvious.