Wechat Public Platform User Continuance Intention Of Use And Satisfaction

Nowadays, with the development of communication technology and mobile Internet technology, innovation, continuous changes in the media market, the emergence of digital media change rapidly, subversion of the mass communication mode of the whole media industry has to rely on, in this context,the launch of Micro message and strong promotion Micro message publicplatform, be just perfect to meet the present mobile Internet user demand fmobile communications and networking, rapid development and popular Micro message public platform also received considerable attention by many users. On enterprise organization, Micro message public platform has become an important way of marketing and service. However, the user only focus on public Micro message number also is far from enough, for enterprises and organizations, user participation and sustainable use is the most important. Therefore, the purpose of this study aims to analyze why the user to continue to use the Micro messagepublic platform, the use of Micro message public platform and how to attract more users continue to have meaning.Based on the study objectives, the study is mainly from the user perspective, Firstly, this study analyzes the meaning and characteristics of Micro message, discusses the Micro message public platform development, but alsolearn from the communication point of view on the propagation characteristics analysis. Secondly, in the domestic and foreign about the user’s continuance intention factors of classic research literature on the basis, combined with the use of structural equation model, this study proposes micro letter users continue to use model to study the factors influencing intention, and the variables to study the relationship between the model proposed related assumptions; in the operational definition of research variable, this research in the relevant reference to previous studies in classic questionnaire design based on the micro letter users continue to use the public platform for the questionnaire of factors affecting, and for the crowd sampling data collection. Again, in the sample datarecovery after finishing data analysis was performed using software.Finally, this study based on hypothesis testing results, combined with micro letteruse present situation, continuance intention to influencerm of this one newmedia from the audience perspective, not only help people for the micro letter public platform letter userspublic platform for continued use of blank factors on influencing intention; at the same time in the user does not mandate the use of cases in participation andcontinuous use since the media field of how to promote the user providesvaluable theoretical foundation.