Research On The Satisfaction Of Health Wechat Public Number Users

With the rise of mobile internet,online health care industry springs up like bamboo shoots after a spring rain.The 13 th Five-Year Plan emphasizes the need to strengthen health education for all,improve health literacy and lead a healthy lifestyle.Driven by national policies and the Internet age,mobile social media has become the number one position for health communication.They have become the most promising way of health communication at present,based on the powerful user groups of social media and the communication power across time and space.Based on this background,this study chooses Wechat,the largest social media in China,as the research platform.Dr.Clove,the benchmark of the new generation of mass health media,was selected as the research object.User satisfaction,which can best reflect the effect of communication,is the research theme.Starting from user psychology,users themselves are the center of the study.A theoretical model of the impact of perceived usefulness,content richness,perceived entertainment,perceived ease of use,external environment and social influence on the user satisfaction of Dr.Clove's Wechat public number was constructed,and the research hypothesis was put forward.Firstly,through literature review and preliminary investigation,the questionnaire is designed.A total of 1500 questionnaires were received,of which 1324 were valid,with an effective rate of 88%.Secondly,using SPSS software to test the reliability and validity of the questionnaire results,factor analysis,principal component analysis,descriptive analysis,structural equation model analysis.Multi-channel analysis and hypothesis validation of the previous research model are carried out.The results show that user perceived usefulness,Wechat public number content richness,user perceived entertainment,user perceived ease of use,and social influence positively affect user satisfaction.External environment mediates user satisfaction,which directly affects user loyalty.Thirdly,combined with the questionnaire results and in-depth interviews,four key factors to improve user satisfaction are summarized,namely,meeting user needs,improving users' life skills and social skills,producing high-quality content,and maintaining entertainment.Finally,according to the results,this paper summarizes the existing problems of the public number.Firstly,the language style is too networked,resulting in the loss of middle-aged and elderly users.Secondly,the title of the article still tends to be "titled party".Thirdly,the influence of the article on user behavior change is weak.Fourthly,the content is too inclined to women,and the knowledge of men is relatively small.Based on this,the suggestions given in this paper are as follows: Firstly,Wechat's public number should build a brand's "charming personality".Secondly,entertainment should be "stable with leather".Third,while maintaining the loyalty of female users,attract male users.This research provides a new research perspective in the current development of health-related Wechat public signals,and enriches the application field of user satisfaction to a certain extent,so that it expands from the consumer field to the field of micro-credit users.It is helpful for operators,managers and designers of health Wechat public numbers to carry out health communication more effectively,improve user satisfaction and enhance residents' health literacy.