The Research On Affect Of Wechat Officialaffect Of Universities To University's Image

Good university image is a very precious intangible asset in the development of universities,it can enhance the reputation and visibility of universities and enhance the core competitiveness of universities.WeChat official account has attracted the attention of universities because of its fast information transmission speed,wide arrival rate and strong interactivity,playing an important role in the image building of universities.In the context of increasing social attention to universities,increasingly fierce competition among universities,and people's growing dependence on WeChat,it has become an inevitable problem to discuss how the WeChat official accounts of universities' can shape the image of universities and establish the brand value of universities.Based on this,this paper determines to research the Wechat official accounts of universities,and introduces the Delone & Mclean model,discusses if the information quality,system quality,service quality of Wechat official accounts will influence the image of universities,providing preferences for the operators of Wechat official accounts.Based on the characteristics of WeChat official accounts of universities',this paper sets secondary indicators under the conditions of information quality,system quality and service quality.Then it studies whether these indicators can influence users' satisfaction.By referring to the previous research ideas,it assumes that users' satisfaction will have an impact on the image of universities.Finally,the model is finished.In the stage of empirical investigation,this paper adopts the form of Likert seven-level scale to design the questionnaire.After a small range of test and modification of some items,the questionnaire is distributed on a large scale.Finally,the questionnaire is recycled to obtain the research data of this paper.For the collected data,SPSS and AMOS are selected to test the data and hypotheses.It is found that among the hypotheses proposed in this paper,the influence of information quality on user satisfaction is partially valid,the influence of service quality on user satisfaction is completely valid,and the influence of user satisfaction on the image building of colleges and universities is also valid.In the test results of this paper,the system quality has no significant impact on user satisfaction,and the objectivity of information has no significant impact on user satisfaction.Therefore,based on such results,the author immediately adjusted the model to form the final research model ofthis paper.At the end of the study,based on the results of the research,this paper puts forward corresponding Suggestions for the reference of the operators of official WeChat public accounts in universities,which reflects the practical significance of this study.