The Empirical Analysis Of Uesrs’ Behavior And Influence Factors Toward We Chat Lucky Money

Red envelope is a new kind of products in recent years, Internet We Chat Lucky Money is one of the largest and fastest growing and most representative member. In a short span of two years, the rapid expanded to more than 80% of all Internet users used We Chat Lucky Money, what factors in driving people to use We Chat Lucky Money,make it in such a short time obtained the swift and violent development, in this paper,the problem of We Chat Lucky Money behavior and intend to study, to We Chat Lucky Money users as investigation object, combining with the characteristics of We Chat Lucky Money itself, to join the perceived risk variables, summarizes the We Chat Lucky Money users behavior influence factor of the conceptual model. This article adopts the method of empirical research, through questionnaire attune Chad in information collection,questionnaire 320,recycling effective questionnaire 280 copies.Study mainly USES the SPSS 20.0 and AMOS statistics software, reliability analysis and confirmatory factor analysis, reliability and validity of seven influencing factors is verified(functional needs, social needs, psychological needs, and strive to expectations, social influence, perceived risk and contributing factors) for the use of user intention and behavior. Research results show that the function demand, social demand, the efforts of expectations, social impact, positive influence on user’s use of We Chat Lucky Money intention; Perceived risk negative affect the use of the user to We Chat Lucky Money intention; The use of the psychological needs of the user will not significantly influence; Contributing factor to the use of user behavior had no significant influence.Finally, this paper research conclusion to We Chat Lucky Money provider puts forward related Suggestions and Revelations, serve We Chat Lucky Money market development provides a theoretical guidance and service providers to earnings. Inaddition,finally,the paper also points out the innovation points of this thesis research,the research limitations and prospects.