The Research On The Use Of Official WeChat Public Platform Based On User Demand

Being consistent with the trend of current science and technology revolution,and with the ongoing updating of ICT device and systems,mobile communication is becoming more and more rapid and convenient.Aiming at offering accurate communication object,multiplex communication subject and timely and effective communication content,WeChat public platform is becoming increasingly popular among mobile users.The current rapid development of self-media,new media and all-media technology requires more for the WeChat offfcial accounts of colleges and universities.The development of official propaganda of colleges and universities depends on not only traditional paper media,radio and television,but also new media such as WeChat and Weibo and all-media.The popularity of the Internet offers an ideal environment for college teachers and students,especially young students,to get online information anytime anywhere through mobile phones.By combining precious relevant research,this thesis summarizes the status of WeChat official accounts of Chinese first-class universities.The service content in WeChat offfcial accounts of some colleges and universities is numerous and complicated.Moreover,the design and development of the those accounts have not highlighted the characteristics of WeChat,which refers to own prompt,effective and convenient interaction,and the setup of those WeChat offfcial accounts is still conservative.The WeChat offfcial accounts is required to have wide range of functions,and the major function is to offer teachers and students information services to promote the development of young students.Therefore,the WeChat offfcial accounts of colleges and universities need to meet the needs of users to make the university WeChat offfcial accounts construction and consummation.From the perspective of users' requirements,this thesis studies the status of users'usage of WeChat offfcial accounts of colleges and universities,and afterwards discovers the determining factors of users' intention to use WeChat offfcial accounts in colleges and universities,finally offers theoretical instruction to the development of those accounts.In this paper,users' requirements of the WeChat offfcial accounts can be categorized into three types:social function requirements,core function requirements,and technical function requirements.On the basis of this,the research hypothesis was proposed according to the user usage model,and afterwards a survey questionnaire was conducted based on the proposed model,and the reliability and vadility of the data was tested by an analysis software named SPSS 22.0.Then the structural equation AMOS software was deployed to build and revise the user usage model corresponding to the correlations between constructs,and then the test results were compared with the assumptions in the proposed model.But then the main factors influencing the users' use of the WeChat offfcial accounts were concluded after all steps.Finally,the thesis gives some advice for the development of university WeChat offfcial accounts in colleges and universities:based on perfecting the core function requirements,account managers should strengthen the construction of the technical function requirements.Meanwhile,the effect of users'social function requirements on the users' intention to use the WeChat offfcial accounts should not be neglected.The WeChat offfcial accounts should actively provide a platform for teachers and students to exchange information,to complete self-value and to promote social value.