The Study Of Factors Affecting Content Perceived Credibility Of Enterprise Wechat Public Account

With the rapid development of WeChat public platform,the WeChat public account is increasingly concerned by users,and it has become an important way of information acquisition.The WeChat public account provides enterprises a convenient place for marketing promotion,brand building and customer relationship maintenance.However,due to the lack of information regulatory role in the network environment,the WeChat public platform is filled with a large amount of false information.It makes the content perceived credibility of enterprise WeChat public account become lower and lower,and greatly affects the operational effectiveness of enterprise WeChat public account.How to improve the users' trust towards the information pushed by enterprise WeChat public account has become an important problem concerned by operators.It is the first thing for solving this problem to study which factors influence users' perceived credibility about contentThis study constructs a research model based on Heuristic-Systematic Model to analyze the influence factors of perceived credibility about content in enterprise WeChat public account from the perspective of audience cognition.The model takes information quality as systematic variable,and takes source credibility,information consistency,information form diversity and release motivation as heuristic variables.The model not only studies how different variables act on perceived credibility,but also explores the attenuation effect between heuristic processing and systematic processing of information.The 215 sample data used in this study are collected through a questionnaire investigation.The results of data analysis show that:(1).Information quality,source credibility,information consistency and information form diversity significantly affect users' perceived credibility about content in enterprise WeChat public account.(2).Information quality is influenced by source credibility,information form diversity and information consistency significantly,and it plays an intermediary role between the three variables and the perceived credibility about content.At the end,this study put forward the optimization suggestions of content operation about enterprise WeChat public account based on the research conclusions.