Research On Influence Factors Of Wechat Public Platform Users' Follow

Since the launch of the WeChat public platform in 2012,there are currently more than 20 million registered accounts,more than 3.5 million monthly active accounts,and 779 million monthly active fans.A large user community has allowed the WeChat public platform to form its own ecosystem.Government information release,corporate publicity planning,and individual entrepreneurial activities can all be completed here.However,as the number of registered accounts of the WeChat public platform increases,useless,duplicate,and low-quality information gradually increase,knowledge redundancy and information fatigue become increasingly serious.On the other hand,due to the low threshold and ease of use of the WeChat public platform,everyone can register their own WeChat public platform account,and the competition of different types of WeChat public platforms is gradually increasing.For operators of WeChat public platforms,who want to increase the number of fans of the WeChat public platform they operate and increase the influence and guidance of their own WeChat public platform,first of all,he need to understand the factors that influence the continuous follow of users of WeChat public platform.Besides,operators need to elevate the quality of content services from the perspective of user thinking and increase the competitiveness of their own WeChat public platforms.In order to solve these operational difficulties of the WeChat public platform,Based on the expectation confirming model and the media richness theory,this paper establishes a model of the influence factors for the users of WeChat public platform to continuously follow.The empirical research shows that the user satisfaction of the WeChat public platform is positively related to the continuous follow.Satisfaction is the mediating factor that expect to confirm affect continuing follow.Perceived media richness does not directly affect satisfaction,but rather requires indirect correlation with expectation confirmation as an intermediary factor.At the same time,external norms have little effect on the user's continued follow.On specific variables,perceived media richness is affected by the three dimensions of perceived content richness,perceived richness,and perceptual richness;user expectations are influenced by perceived usefulness,perceived interest,and perceived interaction.Finally,this article provides strategies for the operators of the WeChat public platform from four aspects: user positioning,content creation,user needs,and event promotion.It not only has practical value but also has reference value for the academic community in the study of user behavior.