A Study On The Relationship Between User Experience And Continuance Intention Of The WeChat Public Account

With the continuous development of the Internet and mobile terminals,mobile instant messaging products occupy a more and more important position in people's life.One of the most representative products is WeChat,and WeChat's WeChat platform has been widely praised.According to the latest "2017 WeChat user&Ecological Research Report" published by the Tencent,the WeChat public platform has a huge user group,but the slowdown in user growth has become the biggest challenge.In this study,the research aims at the WeChat public account,and the students as the research object,through the empirical study to explore the relationship between the user experience of WeChat public account and the user's continuous willingness to use,in order to provide reference basis for the operators of the WeChat public account.The study is divided into two parts:first,the study determined the user experience evaluation index of WeChat public number and revised the "WeChat public number user experience questionnaire":using the literature method,interview method and questionnaire survey method,based on the APEC model of user experience and the Expectation-Confirmation Model of IS Continuance(ECM-ISC),it combines the characteristics of the WeChat public account.We initially set up the evaluation index of the WeChat public account experience theory,revised the index based on the user interview and questionnaire survey,established the evaluation index system of the WeChat public account experience theory and revised the "WeChat public number user experience questionnaire",and the study two verified the user experience of the WeChat public account and the continuous use intention.The relationship:a total of 198 students from Shaanxi Normal University,Chang'an University and Xi'an Jiao Tong University were investigated by questionnaire,and 4 psychological WeChat public numbers with different characteristics were filled in and the questionnaire of the user experience and continuous willingness to use was completed.The SPSS21.0 and AMOS 17.0 questionnaire data were used to verify the hypothesis model.The following results are obtained:the user experience of the WeChat public can be measured from three dimensions:functional experience,content experience and emotional experience.There is a significant correlation between users' content experience,expectation recognition,satisfaction and continuance intention of the WeChat public account;user satisfaction with the WeChat public account plays a partial mediator effect between content experience and continuance intention;satisfaction has a complete mediator effect between expectation recognition and willingness to use;content experience has a partial mediator effect between expectation and satisfaction;content experience and satisfaction have a chain mediator effect between expectation and continuance intention.This research combines the characteristics of the WeChat public account and the user of WeChat public account.From the psychological point of view,this research adopts the empirical research method to construct the user experience evaluation index system of WeChat public account,revising the WeChat public account user experience questionnaire,and building the User Experience-Continuance Intention model of the information system.The hypothesis model and verification of continued intention will enrich the theoretical connotation of user experience,broaden the scope of expectation confirmation model of IS Continuance,Offer a proposal to the operator to of WeChat public account to improve the user's continuance intention,increase the user's use stickiness,maintain or even increase the user's attention rate from this study.