Reseach On Critical Factors Of Continued Use Intention Of Wechat Users’

It declared a mobile Internet era is coming, when the number of mobile phone users surpassed the traditional PC users at the first time in 2012. In this information age that constant pursuit of lightweight, the applications which are transplanted from traditional network environment to mobile Internet are hardly meet the user’s needs. In this condition, the advent of Wechat with its strong promotion is just perfect to meet the current mobile Internet user demand for mobile instant messaging and social networking. Therefore, Wechat quickly became the first mobile instant messaging applications become inevitable. Mobile application Wechat as a current trend, then the maintained rapid growth and tends to be stable. Although it has a huge number of registered users, but in fact the numbers of monthly active user are less than 1/2 of the registered ones. what factors influenced the active users to continue to use? How does the Wechat meet the requirements of the users? These are exactly the answers we try to seek.On the basis of these problems, from the perspective of the user, in the view of communication, we are studying on Wechat. First of all, this study analyzes the concept and features of Wechat, probes into the internal and external factors of Wechat development and its usage in domestic, at the same time, from the perspective of communication, the transmission characteristics of Wechat is analyzed. Secondly, based on the domestic and international users combed continuance intention factors of classic literatures, combined with Expectation-Confirmation Model of IS Continuance(ECM-ISC), this study proposes Wechat users continue to use the model to study the factors influencing intention, and to examine the relationship of variables in the model proposes relevant hypothesis; In the operational definition of research variables, the study in reference to previous classical research questionnaire design Wechat users continue to use the questionnaire of factors affecting the questionnaire, revised and improved put in professional survey network platform for data collection. In addition, the recovery after finishing on the sample data, this study used statistical methods to the descriptive statistics, samples and take relevant analysis method to analyze data, at the same time, using the structural equation model with the sample data to assume that the fitting model.It was found in this study assumed that only three factors out of the total six factors produce a direct positive effect in users intention to continue use of Wechat. Finally, based on hypothesis testing results, combined with the present situation of Wechat, the author conducted an analysis of main factors affecting user persistent usage of the intent. At the same time, the main requirements of the present Wechat user’s are analyzed under the theory of “use and satisfaction”, meanwhile, the future research of Wechat is also prospected.In this study, the author tries to study the new type of media Wechat, which is from the audience perspective. This study is not only conducive to in-depth understanding of Wechat, which is fill an academic blank that factors influencing wechat users’ intention continue to use, but also grasp the trend of the development of wechat applications. As well as providing valuable theoretic basis for the application developers and service providers, so that they could develop the product or service totally meeting the needs of users.