Research On The Influencing Factors Of User Information Adoption Behavior Of WeChat Public Platform

With the rapid development of social informationization,social media which based on the internet has gradually become the mainstream platform for people's information exchange,sharing,and even transactions.New social platforms such as WeChat,Weibo,and QQ have become very popular in Chinese Internet users.Among them,WeChat has become the most widely used social software for people with its uniquenes,and it has also been valued by more and more organizations because of its features of interactivity,immediacy,and popularity.The WeChat public platform generally pushes messages in a regular or irregular way,and then carries out marketing activities such as brand promotion,product or service display,and user communication and interaction So how to make information more efficiently adopted by users is undoubtedly the focus of the current WeChat public platform research.This paper first build out a conceptual model of information adoption behavior of WeChat public platform users based on the UTAUT,the information ecological theory,and the uses and gratifications theory.Secondly,we design the questions through the literature surveys,expert interviews,and small-scale tests,then a questionnaire was created.Finally,the concept model is tested by AMOS structural equation model.The results show that information usefulness,reliability and entertainment,social influence and motivation,platform ease of use and effectiveness,and subjective self-efficacy have a positive impact on the willingness to adopt information,which in turn influences information adoption behavior.Thus,the countermeasures to promote the adoption efficiency and quality of WeChat public platform are put forward,and suggestions are provided for the information service of WeChat public platform.