The Study Of Factors Of Playing We Chat For Students

Western college students, in the numerous factors that affect college students to play We Chat, through the scientific theoretical framework to choose influence factors, new media theory to confirm the relationship between the influencing factors, the result is the result of integrating qualitative analysis and properties analysis. Mc Guire put forward the research point, there are two foothold, based on the perspective of We Chat operators, on the one hand is to help the We Chat operators understand the factors that affect college students themselves, and know what factors in the influence factors of importance, and at the same time will affect factors clear grasp the relationship between each other to locate from the playr, the playr segment, function improvement and increase the aspects such as entertainment, improve We Chat. On the other hand, predict whether college students should continue to choose to play We Chat, for We Chat the next target positioning and strategy reform advice.The structure of this paper is divided into five parts, the first part is the introduction, this part is to choose the topic background, the selected topic reason, the selected topic goal and significance, theoretical basis, expounds literature review part, and the innovation points, main contents and methods of the study, research framework, the thesis deficiencies. In the second part, first of all to define, to study the key concepts of college students’ group characteristics, properties, We Chat and UTAUT model reference of concept definitions are defined. Second, select the default model and the default model of factors that affect college students to play We Chat, and puts forward five set of assumptions, by the reliability test, the influence factor of choice is reasonable, the correlation detection test whether hypothetical relationships was established, the mean test run control variables betwee n gender and influencing factors of differentiation. The third part is the important content of this article, for the influence factors of the third chapter of the inspection and the influence factors of college students to play We Chat relationship of data on the summary. The fourth part, the preset model with the new correction, and puts forward the conclusion of this article five. A pay expectations for college students to play We Chat is the highest degree in the influence of intended play, 2 it is entertainment perceptual have important effects on college students play micro nobuyuki for intent, three is performance expectations for college students to play We Chat of behavior intention have significant effect, effect of the four is community indirectly affect college students play the behavior intention of the letter. Fifth, gender and education degree influence to pay expectations and social influence have differentiation, for external control variables have indirect effect to play We Chat, pay expectations is a basic influence factors of college students to play We Chat entertainment perception is a kind of way to cultivate college students to play We Chat, and want to make We Chat has a long-term development, to improve playr experience, social influence is not directly influence college students to play, but it has indirect effect on college students’ intention to play. The fifth part of this paper is to stand in the Angle of the We Chat operators to provide the basis.