Analysis Of The Factors Affecting College Students' Subscription To The WeChat Official Accounts

With the advent of micro-media age,market of We Chat grows stronger and the number of WeChat official accounts soars,but in the million or more WeChat official accounts,the amount of fans and reading can grow and develop are few,the WeChat official accounts facing difficulties.What can the operators do to attract more people to subscribe? Meanwhile,a huge number of WeChat official accounts subscribers aged 18-25 accounted for 45.4% of the total number of users.Faced with an average of 130 people a official account of the status quo,how can the college students do to correctly deal with the WeChat official accounts?To solve the above problems,we must find out what factors affect students to contact and subscribe the WeChat official accounts,and how these factors play a role.In this paper,we will use questionnaires to investigate the factors ofcollege students' subscribing to the WeChat official accounts,and use structural equation model to verify,revise and sort the set factors.Meanwhile,the study also analyzed the study of the role of these factors through semi-structured interviews.The final recommendations will be for the WeChat official accounts of operators and college students.Quantitative research results show that factors of college students' subscription of WeChat official accounts including profession,personal experience,perceived usefulness,social influence and convenient conditions.Among them,Communities affected by perceived usefulness,convenience to influence subjective intention.The influence of perceived usefulness to subjective intention is less than convenient conditions to subjective intention.Qualitative research results show that the social influence and convenient conditions affected the college students to WeChat official accounts media contact,the satisfaction of needs of college students influenced by personal experience and use behavior,perceived usefulness influence college students' media expectation,subjective intention has influenced the college students to WeChat official accounts secondary contact behavior.