The Usage Intention And Behavior Of Wechat

According to DCCI Internet Data Center is expected by the end of2013China’s mobile phone users will reach721million, more than716million netizens for PC, China really into the mobile Internet era. Instant messaging mobile application Wechat was set up in2011, the number of users reached300million less than two years.Studies about instant messaging technology, have focused on its characteristics, functionality and its service quality and user satisfaction, the usage intention and behavior rarely involved.From the user’s point of view,Technology Acceptance Model-based framework to analyze the intention and behavior of users of Wechat. The uses and gratifications theory to explain the factors that affect the user on the Wechat. The combination of qualitative and quantitative research methods to analyze the Wechat mode of transmission and dissemination of results.The paper is divided into four chapters, the first chapter introduces the research background, significance, issues and approaches. Chapter II based on the Technology Acceptance Model, added to the the perceived playfulness variable build research model by statistical analysis of questionnaire survey to explore the use of Wechat user behavior. Chapter III on the basis of empirical research, Communication theory "uses and gratifications" as a framework, through literature analysis, interviews, experiential research methods, combined with the conclusion of the survey, in-depth interpretation of the use of user behavior and intentions. The fourth chapter focuses on the limitations that exist in the spread of Wechat, feedback and reflection on the problems encountered in the study.The study found that users of the Wechat more highly educated young people between19-35years old. The subjective norm is the most important factor affecting the usage behavior, the user is value the usefulness, the user considers useful and easy to use is equally important; the users of the Wehchat tend to an effective communication tool, rather than entertainment devices, and at the same time easy to use is more important than the entertainment features.Wechat enhance the contact between user and family, friends, to meet the needs of the individual users of social integration, while meeting the emotional needs of them; combined PC and mobile terminal, information sharing and informed that meet the cognitive needs of individual users; semi-private mode of transmission meet individual user balance between self-presentation and Privacy. Organizations celebrity passed through the official account of public information, to consolidate its leadership of public opinion, to meet the needs of social integration. Enterprise applications Wechat to service customer and product marketing. The research further to explore the problem:The media properties of Wechat how to development; how to respond to the Wechat of the social ethical predicament and criminal threats; how to properly and effectively the use of technical ways to guide and control of information; and the competition between new Internet communication mode and traditional means of communication.