Research On Wechat’s Using Satisfaction Degree From The Perspective Of User’s Experience

China’s mobile internet has entered its prime time, its developing focus has shifted from a “extensive” way to a “deep” way. Several years ago, many local internet companies have targeted this field, launched new media products that different from the traditional ones to appeal users and preempt the market. Due to a rapid popularity of smart phone, people’s working and life style have changed greatly, they are asking more from mobile internet applications. Wechat is released timely to meet people’s social needs for instant communication. It explains why in just a few years, Wechat has own such a big number of users and become the biggest instant message APP in China. As such a popular APP, how is users satisfaction degree with Wechat? What factors may influence users’ experience? What does Wechat satisfy users needs? These questions are what this paper is studying.With the questions above, this paper studies from the perspective of users. Under the basis of China customer satisfaction indices(CCSI), this paper first builds the framework of uses and gratifications theory(UGT) mode about Wechat, and comes up with concerned hypothesis. Secondly, the paper defines the operation to research the variable relations of factors that affect UGT. Then design questionnaire and release on internet platform, using statistical software to do descriptive analysis and empirical analysis on sampling data. At last, with the basic analysis on questionnaire data, combine current using situation and UGT theory to explain and analyze users’ satisfaction with concerned suggestions for Wechat in future instant communication product development.The result shows that, in all 10 factors that may influence UGT, there are five that have direct effects: using fee, aesthetics, sensory entertainment, easy-to-access, usefulness; after multivariate regression analysis on the five factors, it finds out that except using fee, aesthetics is the highest impact factor. Based on the research, it turns out that so far in China use CCSI to do UGT analysis on Wechat under the environment of mobile internet is not that explainable and suitable. Meanwhile, with the speedy upgrade of mobile internet and instant-communication products, UGT is becoming more and more important, aesthetics and entertainment are far more influential.