| With the rapid development of mobile Internet technology and mobile smart phones, mobile social networking influences on social activities in people’s daily life more and more important. Especially the emergence of WeChat, it revolutionized the various mobile social networking platform thorough, this communication form of walkie-talkie form of interphone seems to be more popular among users. WeChat’s features updated constantly, the number of users is growing, which cause the trend of academic research in the field of WeChat. Studies have demonstrated that WeChat has a strong potential and useful value, which can provide customers with many valuable services. In this case, it is necessary for studying on the WeChat user behavior factors.For WeChat user behavior under mobile social networking environment, the study introduces the classic technology acceptance model TAM, and integrated flow theory, trust theory, expectation-confirmation theory, using the methods, for example, questionnaires method, literature research method, data analysis method, deeply analyzing these variables like the perceived ease of use, perceived usefulness, perceived flow, perceived trust, satisfaction, intention to analyze correlation between them and what kinds of influences they could make on the WeChat user behavior by empirical research, it provides a theoretical support to design the product meeting the current design of user satisfaction.Chapter1of this paper summarizes the research background, meaning and purpose, which is based on reading many literatures. It outlines the research content, innovation and research methods. Chapter2gives a brief introduction about the WeChat, including the development of WeChat, strengths and business model, and briefly describes the correlation theory applied and the relationship between these theories and user behavior. Chapter3produces TAM, combining the external variables and the characteristics of WeChat users to build models, and proposes research hypothesis, design the relevant variables. Chapter4, empirical research includes questionnaire design and data collection, and tests224questionnaires, including reliability and validity analysis by using SPSS20.0. Chapter5describes SEM and its superiority, and judge the conceptual model whether is distinguished or not. Then testing the model by smart PLS2.0and to make a brief analysis and modify the model according to the testing result. Chapter6summarizes the conclusions of this paper and describes the limitation of research, which laid the foundation for future research.The main conclusions of this study are:gender and titles has no significant impact on user behavior, age and level of education impact on user behavior significantly; perceived usefulness can not have an impact on the user willingness directly, but it works indirectly through the satisfaction; perceived ease has strengthened the role on perceived usefulness; perceived ease also has a positive effect to perceived flow, perceived flow have an impact on users willingness, ease of use can not directly effect the willingness, but indirectly affect perception by keeping an appointment; the user willingness impacts on user behavior directly.The main innovations of this study are:Firstly, New Media Research based on the user perspective. Most of the existing research is targeted at mobile social networks, the paper studies MeChat user behavior factors firstly and builds model. This fills some gaps in the field of new media, and has innovation. Secondly, Expanding the technology acceptance model. In this study, TAM will be extended to the WeChat user behavior which makes foreshadowing effect on domestic relative research. |
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