The Influencing Factors Of Kik Product Categories

Kik product categorized as mobile instant messaging leader in the market, is leading the revolution of social way, communication morphology and business model. Meanwhile, it faces the dilemma of product homogeneity, uneven development and intense competition. Therefore, carriers need to think and solve the problems whether they have the ability to seek new route and unique position to provide users with more valuable services. The study to the factors affecting their use from the objective view of starting product becomes a meaningful research to explore and it can offer some inspiration to the future development direction for the product. In this paper, we define the WeChat as the research object among the successful diffusion Kik class. Based on the innovation diffusion theory, using questionnaires and in-depth interview as the research method, this thesis will study the factors which influence the use of WeChat. So that it can provide some inspiration for the future direction of product development.In this study, the author takes some actions to WeChat users for pre-research. Based on WeCljat’s own characteristics,7 large terms are included in the study model, namely the relative superiority, usability, observability, compatibility, diffusion channels, individual creativity and social system. The more stages in the study is to describe the relative advantages as 7 sub-variables, namely the use of cost, communication, self-expression, social networking, accessing to information, entertainment and utility functions’superiority. Therefore, there are a total of 13 variables factors affecting users. With the data analysis of questionnaires through SPSS software, basic conclusions are:(1) there is a positive correlation between the variables and usability. The correlative variables include practical function, entertainment, self-expression, communication, accessing to information and the use of superior cost. (2)variables affecting the user’s wishes include:the use of cost, usability, the social system, the proliferation of channels and individual innovation.Through in-depth interviews, the author found that the demand of WeChat users is largely due to the maintenance of existing relationships and access for quality information. The proliferation of WeChat marketing information and false information will easily result in objection to the product. Some practical functions of the product have not evoked lasting use or widespread user-dependent and so on.With the incorporated results of this comprehensive quantitative and qualitative analysis in this essay, nine countermeasures and suggestions are proposed for other types of Kik products in terms of products maintenance, technology, marketing and channel; also the mechanism of filtering and screening information should be established, operation of functions should be simplified and exploitation of technology be placed more importance.