User Behavior Of Academic Public Official Account Research On Influencing Factors

WeChat has gained great popularization as a social software,more and more researchers began to use academic official account as an important channel for academic information acquisition,and academic official account is flourishing.The official account is designed to serve the public.Various cutting-edge academic theories and ideas are better disseminate on academic official account,and the expertise is better popularized,which meets the information needs of researchers more conveniently and quickly.However,official account official account is uneven,with a single user service function,low user interaction,low frequency of push,and even some academic public numbers.Whether the academic official account can achieve long-term health operation depends largely on the continuous use of users.At present,a large number of articles have been concerned about the operation and dissemination of academic official account,but there are some deficiencies in the research of user satisfaction and user behavior,especially the content and information quality of academic official account from the perspective of users.Effective official account official account official account is used to study the factors that affect users' continuous usage behavior.This enables operators to understand what perspective they can change,and then enhance users' continuous attention to public numbers,and expand the influence of official account.According to This study takes academic official account as the research object,and takes the information system continuous use model(EECM)as the core.It constructs a model of influencing factors of users' continuous usage behavior of academic official account numbers,and then gives questionnaires and data collection through questionnaires.After that,SPSS statistics23.0 software is used to analyze the data results of the questionnaire to test the validity and reliability of the questionnaire.On the basis of the questionnaire data available,structural equation modeling is carried out,and Amos 24.0 software is used to test the model fitting results,so as to verify the research hypothesis of this paper.The results show that the satisfaction of users of academic official account has a positive impact on users' continuous use intention,and the intention of continuous use has a positive effect on continuous use behavior.Perceived usefulness has a positive effect on satisfaction.Perceived usefulness has a positive effect on the intention of continuous use.Expectation recognition has a positive effect on perceived usefulness,and expectation has a positive effect on satisfaction.Group influence has a positive impact on intention of continuous use,habit has a positive impact on behavior of continuous use,information quality has a positive impact on perceived usefulness,and information quality has a positive impact on perceived usefulness.This data analysis confirmed the interpretability of the constructed model to the research topic.According to the analysis results,the author puts forward some targeted opinions and suggestions.