Studies On The Influencing Factors Of User’s Continued Use Will Of We Chat Public Platform

Since WeChat’s launch in January 2011, it became the model of mobile instant messaging service represent and pursued by a large number of Internet users. In five years’ time, WeChat’s month active volume reached to600 million people, becoming an indispensable tool in people’s daily life. Based on the advantages of a large number of users and user activity, it launched WeChat Public Platform in 2012. With the publicity slogans, "no matter how small the individual, it also has its own brand", WeChat Public Platform attracted plenty of companies, organizations and individuals to promote the presence and operations and formed a full range of online and offline interactive communication mode for marketing. WeChat’s multimedia information communication type and diverse forms is changing the habit of users’ accessing information and disseminating information. Thus, it is obvious that WeChat Public Platform plays an important role in both marketing and disseminating information. By 2015, the number of Public Platform reached to 10 million. A increase of quantity means users have diverse selections, that only with a large number of users followed and continued to use, can WeChat Public Platform operate and disseminate better. That is to say the existing users’ continuous following and using is the survival basis of each WeChat Public Platform. However, as there are fierce competitions among the WeChat Public Platforms, the similar accounts of same kind information expanded rapidly as well as the content and method of communicating became uneven in quality. In addition, the operating development and the number of users of different WeChat Public Platformss appeared polarization phenomenon. This not only make the WeChat Public Platform operators get into the risk of losing users but also make the users’ using experience quality greatly reduced. Under this situation, improving the user’s continuous usage intention and retain existing user quantity are the strategic issues operators need to address. Continuous use means higher using frequency and more sharing behaviors, which are the important conditions for WeChat Public Platform’s long-term good development.This paper starts from the present situation of WeChat Public Platform, referring to amount of researches on the continuous usage intention of the information system combined with the characteristics of WeChat Public Platform, taking the ECM researched extensively by scholars as the main framework, introducing content richness variable according to media richness theory, putting the perceived enjoyment, perceived service quality and subjective norm variables verified by scholars into influential factor, to propose a corresponding hypothesis. Based on the hypothesis, the author constructed a research model suitable for the continuous using intention of the WeChat Public Platform. In the model, expectation, perceived usefulness, perceived enjoyment, perceived service quality, information content richness, subjective norm act as the seven independent variables, satisfaction as the intermediary variable and the continuous usage intention model as the target variable.Based on previous researches, a empirical questionnaire survey was conducted. The recycled data was analyzed and validated by SPSS and AMOS, to further dig the factors influencing the continuous usage intention of Public Platform users. The results show that the Expectation Confirmation Model has a good adaptability to continuous usage intention of the WeChat Public Platform users. User’s expectation confirmation, perceived usefulness, perceived enjoyment, content richness and perceived service quality have significant impact on users’ satisfaction and continuance usage intention. In the ten assumed hypothesis, eight have been well validated while two have not been verified. Finally, this paper analyzes and discusses the results of the study, and puts forward related proposals and strategies according to the actual situation of the micro channel public number operators, which is helpful to the Public Platform for future operation and development.