| With the launch of wechat public account,because of its convenient use,more functions,fast communication and strong interaction,it has won the favor of the majority of users.In order to further enhance interaction with the masses,provide convenient online service platform for the public and improve the level of government services,more and more government departments have taken the We Chat official account as a bridge and link to enhance communication with the masses,and have launched We Chat official account.Since the birth of government wechat,it has covered more and more groups,used more and more widely,and provided more and more convenient services.As one of the mass organizations,the Communist Youth League organizations at all levels,in the face of the challenges to the work of the Communist Youth League in the Internet era,also actively use government wechat,strengthen the construction of the online Communist Youth League,closely contact the majority of young people online,and further strengthen the ideological guidance,values guidance,rights and interests maintenance,organizational services and other work of young people.Jinhui Town Youth League is no exception.In order to make members of the Youth League more convenient and timely to understand the work of the Communist Youth League in Jinhui Town,since the opening of the We Chat official account in 2014,theWe Chat has been promoting the youth's ideological guidance,work organization and service interaction by pushing the spirit of the Communist Youth League,the activities of information,the registration of offline activities,and the dynamic of departmental work.Well perform the functions of the Communist Youth League and give full play to its assistant and reserve forces.However,there are some difficulties and bottlenecks in the operation and maintenance of the official account,such as the coverage of the official account of We Chat,the low coverage and the poor communication and influence,and the lack of obvious role of serving youth.In order to make the We Chat public official account of Jinhui town better develop and achieve a virtuous circle,this article,through investigation and research,makes comprehensive use of literature research,interview,questionnaire and statistical analysis to explore the factors that affect the adoption of We Chat by the Communist Youth League in Jinhui Town,and puts forward relevant optimization suggestions.On the basis of the relevant theoretical research,this paper integrates the model,and combines the interview situation,finally selects eight variables: information quality,network externality,compatibility,trust,service quality,perceived usefulness,perceived ease of use and adoption behavior,constructs the preliminary model of the paper,and puts forward the relevant hypotheses.Based on the research hypothesis,this paper transforms 8 variables into 38 measurement items and designs a questionnaire.All the questionnaires were sent online,247 of which were finally recovered,41 of which were invalid,and 206 of which were effective,with an effective rate of 83.4%.According to the collected valid questionnaire data,using spss22.0 software,descriptive statistical analysis and reliability and validity analysis are carried out respectively.The results show that the reliability and validity of the questionnaire are very good.On this basis,the model hypothesis is verified by correlation analysis and multiple linear regression analysis,and the final conclusion is:perceived ease of use,service quality and network externality have significant positive impact on adoption behavior;perceived ease of use,network externality,trust and compatibility have significant positive impact on perceived usefulness;servicequality and information quality have significant positive impact on perceived ease of use Significant positive effect.Finally,based on the empirical analysis,based on the revision of the model,and combining the current situation of the We Chat public official account of Jinhui Town,the paper puts forward "improving the information quality,enhancing the public perception and usability,optimizing the service quality,enhancing the public recognition,increasing the propaganda and using the network externality" to improve the public adoption of the Communist Youth League government affairs We Chat in Jinhui town.Three suggestions are put forward. |
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