A Study On User's Acceptance Behavior To Wechat Public Platform

The development of the mobile Internet is very fast.The emergence of WeChat contributes to the booming development of new mobile instant communication tools.As the WeChat Public Platform goes online,WeChat have been equipped with "new media" capabilities and have increasingly significant impact on public opinion.In the process of rapid development of the WeChat Public Platform,User's attention behavior is the decisive factor to new product and application.Therefore,the research of the key factors that affect the behavior of users is the focus of this study.This research based on the UTAUT model combined with the user's"Entertainment Motivation," "Individuation Motivation," "Information Motivation" and other factors to build a model of "key factors to the user acceptance of WeChat Public Platform".This study collects data through the Sampling Random Method,and 265 valid questionnaires are collected.In the process of data analysis,the reliability and validity of the data were analyzed by using SPSS 20 software.The model was fitted by AMOS 20.0 software,and the mediating effect of intention was tested.Study found that the key influencial factors of WeChat Public Platform model are Effort Expectation,Social Influence,Entertainment Motivation,Individuation Motivation,Information Motivation,Behavioral Intention,User Behavior.The influence of Behavioral Intention to User Behavior is the most significant.Finally,according to the results of the research,I gave some suggestions on the future development of WeChat Public Platform.