An Empirical Study Of College Students' Willingness To Use Wechat Continuously Based On The Theory Of Use And Satisfaction

As the largest super entrance of the Internet in China,Wechat has realized the organic combination of vertical and horizontal two-way development at this stage.More and more new functions make users' experience of Wechat more complex.In recent years,the annual growth rate of Wechat users began to slow down.It is very important to clearly understand the user's needs and ensure the stickiness of the original users.As a representative group of the Internet generation,contemporary college students are the best predictors of the future development direction of the Internet.At this stage,Wechat has become an important tool for college students to socialize,constantly infiltrating into all aspects of College Students' study and life.In this study,college students' willingness to use Wechat as a variable to predict their behavior of using Wechat continuously was systematically studied.Based on the theory of "use and satisfaction" and technology acceptance model,this paper uses qualitative and quantitative research methods to carry out specific research from three aspects: first,read and sort out relevant literature at home and abroad to understand the development process and related research of social media's sustainable use intention;second,obtain the first through questionnaire survey and in-depth interview Hand data,to understand the Wechat use behavior,use frequency,evaluation of Wechat and their willingness to continue using Wechat of sample users;finally,to put forward research hypotheses for the selected six variables of perceived usefulness,perceived ease of use,perceived entertainment,network externality,satisfaction,willingness to continue using,and to conduct correlation analysis and regression on the variables through spss25.0 statistical software Analyze and verify the relationship among the factors that affect the users' willingness to use Wechat.Through the regression analysis of 311 valid questionnaires,it is found that the perceived usefulness,network externality and satisfaction of sample users have a positive and direct significant impact on their willingness to continue using Wechat.The results show that college students have the characteristics of high satisfaction with Wechat,wide network externalities and strong willingness to use Wechat continuously.For other instant messaging applications,how to maintain user stickiness,improve user network externalities,and realize all-round development of software need to learn from Wechat.Finally,three suggestions are put forward for the sustainable development of instant messaging applications: to enhance network externality,to produce "herd effect";to strengthen "human-computer connection",to enhance "immersive experience";to create a scenario based full service ecosystem,to "connect" related industries.