| In recent years,with the implementation of the national "Internet plus" strategy,the domestic network field,especially the Internet field,has been greatly developed,As a leader in mobile instant messaging apps,WeChat has quickly gained market attention and favor once it was launched.With the popularity of WeChat in China,As a social software,functions such as information,social network,payment,life services,entertainment are integrated together,which has qualitatively changed the way of information acquisition and communication.However,in the information society,although farmers enjoy part of the information dividend,due to the particularity of rural groups and their weak access to information,their use of the same media is bound to be different.Therefore,it is necessary and significant to study the influencing factors of rural users' adoption of WeChat by scientific and systematic methods.In view of this,this paper takes the user of WeChat in rural area as the research object,takes sex,age,education level,marital status,WeChat identity cognition,duration of WeChat and frequency of WeChat as the control variables with the help of innovation diffusion theory as the basic model.First of all,through literature review,this paper mainly introduces several kinds of models which are mainly used by scholars in the research of user adoption,and on the basis of this,determines the research model of this paper-innovation diffusion model.Combined with the research object and the characteristics of WeChat,this paper introduces four variables of network externality,perceived entertainment,perceived cost and information content richness to integrate the basic model.Second,On the basis of constructing the research model of influencing factors of rural users' WeChat adoption,the relevant research variables are defined operationally.At the same time,referring to the measurement scale of the research variables involved in this study,designing the questionnaire of the influencing factors of rural WeChat user adoption.Thirdly,collecting the relevant data of the rural users' WeChat use by interview questionnaire.A total of 259 questionnaires were distributed and 238 valid questionnaires were collected.The reliability and validity of the measurement model were tested by SPSS19.0 and Amos24.0,and then descriptive statistical analysis was carried out.Then,ANOVA(single factor variance)analysis,independent sample T test,Cruyscal-Wallis test and Amos path analysis test are used to study hypothesis and model fitting analysis.The results show,firstly,in the analysis of control variables,age,WeChat identity cognition,The frequency of WeChat usage has an effect on all the variables studied in the model.Gender only affects the network externality and visibility,explains indirectly that the female groups in rural areas are more vulnerable to the social environment.The highest educational level has significant effect on the all other valiables except on network externality variables.The marital status is only for complexity and trialability.network externalities,perceived costs,and information content richness.There are significant differences among other variables except the variable of comparative advantage in theANOVA analysis of WeChat duration.Traditional innovation diffusion model,such as complexity,compatibility,and trialability variables,which have little effect on rural users' willingness to adopt Wechat.Visibility,network externality,perceived cost,information content richness,perceived cost and adoption intention are all verified.The order of influence of each factor on the adoption intention is: perceived cost,perceived entertainment,visibility.network externality,relative advantage,information content richness,according to the results of model fitting analysis,the model is revised to determine the impact factors of rural users' WeChat adoption.Finally,combined with the results of model analysis and questionnaire interviews,this paper draws three conclusions: 1)the cost of perceived economy is the biggest obstacle to the adoption of WeChat by rural users,and the rural network infrastructure needs to be strengthened;2)the factor of perceived entertainment provides a great reference for the promotion of WeChat,but it is necessary to guard against entertainment factors hindering the construction of rural culture;3)the knowledge gap among the bottom masses is deepening,and the phenomenon of information rich and poor differentiation is serious.Based on this,it provides inspiration for the extension of WeChat in rural areas,in order to better and pertinently promote rural users to accept innovative things,expand the scope of influence of new technologies,and make innovative things better radiate more people,especially in the rural areas of relatively vulnerable groups.In addition,due to the subjectivity of the selection of variables in the model,the particularity of the research object and the limitations of the collection of samples,the initial matching value of the model confirmed in this paper has not reached the standard.Therefore,the future research direction can expand the sample size to enhance the randomness of the samples,improve the scientific nature of the research variables,so as to enhance the universal value of the influencing factors model adopted by rural WeChat users. |
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