Users’ Acceptance Model Of WeChat Public Platform Based On TAM

In recent years, owing to the fast development of the internet industry, many scholars has began to pay attention to some internet products which are widely used and put forward a large number of innovative subjects about these internet products’ R&D, design, application and operation. On the ather hand, With the high speed of the development of mobile communication technology and wide use of intelligent mobile phone, lot of mobile instant messaging software, such as We Chat, emerge as the times require. We Chat has affected and changed our daily life and work gradually. We Chat public platform which is extremely important function of We Chat, provide service witch has greatly changed people’s communication style and the way to receive information. So far, a large quantity of individuals, enterprises and government have joined We Chat public platform. Given this backdrop, it has become a subject that which factors can influence the users’ use intention of We Chat public platform.The perspective of this paper is to treat We Chat public platform as information system and use theories coming from information system subject, behavior subject and psychology to study the Influence factors about the users’ use intention of We Chat public platform. According to We Chat public platform’s oneself actual character and its general character of internet service, this paper choose TAM as a base model and lead into UTAUT model, perceive risk theory, perceive value theory, consumer innovation theory, consumption experience theory to construct the hypothetical model in this paper.In the stage of model validation, This research use Likert five-grade scale to set up questions for each factor in the questionnaire, then we receive about 308 available questionnaires form online and offline channel. Secondly, this paper use SPSS to analyse the data’s reliability and validity and use structural equation model method to validate the Hypothesis in the model based on AMOS. We have got the conclusion that social influence, behavior attitude, consumption experience, perceive ease of use, perceive use, perceive risk, perceive value are the key factors to use intention of We Chat public platform. Then, this paper analyses the importance of every influence factors one by one and elaborate the relationship of them, then puts forward five measures which are optimizing experience, strengthening management, constructing ecology, enriching functions and simplifying manipulation to improve user’s use intention of We Chat public platform and create solid foundation for the further study.