Based On The User 's Micro - Credit Public Platform Research

Wechat is an instant message software for cellphone that lanched in 2011, which have 600 million users in 3 years. In 2012, Wechat lauched Wechat Public Platform which enriched its content and not only made it popular in users, but also became a foucus in academic field.However, there is a shortcoming in the discussion of Wechat Public Platform, that is the discussion is foucused on the property of Wechat Public Platform and the examples of how to use Wechat Public Platform, and there is few articles are from user’s point to discuss Wechat Public Platform and understand the use of Wechat Public Platform and its influence. This study attempts to fill this gap, mainly is from the user’s perspective, makes Wechat Public Platform as the theme, which uses the questionnaire and in-depth interviews as the main research method to analyze users’ intention for Wechat Public Platform and to explore the influence of Wechat Public Platform. In addition, discussing the reasons why users applicate Wechat, which explains the behavior of the users by use and satisfaction, innovation diffusion theory, and predicts how Wechat Public Platform will develop by knowledge gap theory.The study is mainly to demonstrate four hypothesis,1. Wechat is not only a social application.2. Wecaht Public Platform is New Media.3. Traditional Media failed to achieve the desired effect in Wechat Public Platform influence.4. When Wechat users select public Wechat, most of them are based on their own interests and development needs, not to get the latest news, information pushed by traditional media.The study confirmed the four hypothesis mentioned and showed, Wechat Public Platform is not only social application, but also is an important method for users to get more information. Traditional Media Wechat Public Platform failed to get the desired effect, but people surely get latest news from the platform. Wechat Public Platform followers concerned about their own interests and have a high degree of trust in information, which will make the knowledge gap bigger through Wechat Public Platform.