Research On Audience’ Acceptance Model Towards Brand Information From Official Accounts On Wechat

Wechat is the most outstanding Mobile Internet product which hasbeen used by many brands as a comminication platform between brand andconsumer. After upgrading to version5.0, brand accounts on Wechat aredevided into official ones and service ones. Compared to the greatenthusiasm from industry on this topic, there is few academic researchsfrom the same angle, not to mention audience study based on this.After previous literature review, questionnaire survey, data collectionand analysis, TAM was chosen as the theoretical basis, while a newinternal variable (user motivation), and some external variables(demographic characteristics) are introduced into and also validated in anew modeling assumption.The results prove that:1. the new variable and all the other variablesin this hypothetical model are reasonable both on reliability and validity;2.confirms that TAM still makes sense in the background of Wechatversion5.0; demographic characteristics such as gender, age, income,education, and location have great influence on part of the variables in thewhole model;3. official accounts on Wechat5.0version significantly andpositively influence users’ usage of brand information, attitudes, purchaseintention and purchase behavior, so official account on Wechat do possessvalue with the function of brand communication.