The User's Research On The Influencing Factors Of The WeChat Public Account Willingness To Use

With the continuous innovation of mobile internet and digital technology,micro blog,wechat,and other mobile instant message software have become the hot spot among people's concerns.In August 2012,as a brand new functional module,WeChat public platform was introduced grandly,which has become the focus of users at the time of being released.According to the statistics in 2016,the user number of registered WeChat public platform has exceeded 12million.Although it is a functional module,WeChat public platform has its unique characteristics,which features many other functions,such as one-to-one interaction,information push,directional push,and intelligent reply.Through these functions,users can communicate with enterprises in time,and enterprises can get detailed understanding from users,so that it can enhance efficiency and reduce the marketing cost.Meanwhile,it can show the individualization of the WeChat public platform of enterprises,thus providing effective assistance to marketing,service,and media.Nevertheless,there are few studies on the WeChat public platform.Many operators do not have clear concept in their marketing,and they do not understand much about the psychological demands of users,so they cannot serve users with purposes.Against this background,according to integrated technology acceptance model,and by combining Perceived Risk theory and Media Richness theory,this paper conducts questionnaire design about the factors that influence the willingness of using WeChat public platform by interviews and other related literature studies.At the same time,it studies on the factors that influence the willingness of using WeChat public platform from existing variables and newly added variables,which has not only offset the shortcomings of existing researches,but also laid solid foundation for the future theoretical study.Through designing and giving out the questionnaires on users' willingness of using WeChat public platform,with the Perceived Risk theory,Media Richness theory,and technology acceptance model,this research has not only helped us further understand users' willingness of using WeChat public platform,but also offered favorable tool support to in-depth study.