Research On The Influencing Factors Of User Acceptance Of Commercialized WeChat Canvassing

In order to find out the operation mechanism of We Chat canvassing,the research takes participants of We Chat canvassing as the research object and uses the method of literature analysis and questionnaire survey to make a deep analysis on the basic operation mechanism of We Chat canvassing.And then the research explores the status quo of acceptance and the influencing factors of acceptance to bulid a model of the acceptance degree of the We Chat canvassing.was built.The study found that there are different interests appeals of the parties behind We Chat's canvassing,but the symbiosis of interest has led to We Chat's canvassing.The communication mechanism covers interpersonal communication,organization communication and mass communication,and disseminated information in a point to point,a point to surface way and a surface to surface form.In the process of participating in the canvassing process,different types of subjects have the psychological mechanism of social identity,renqing and conformity.The mechanism of We Chat canvassing is characterized by low participation threshold,reliance on renqing,mixed risk factors and asymmetric information among parties.The survey shows that young and middle-aged men in developed areas are the main group participating in We Chat's canvassing.We Chat has a high frequency of canvassing,although it can make voters see virtuous and good interpersonal relationships,but it seriously interferes with the normal life of people,causes unfair voting results,and leads to the black industry.The interviewees,despite the more general expression of their indifference,showed a general disagreement between the behavior and attitude tendency,the behavior acceptance and the attitude of antipathy.After repeated verification,it is confirmed that perceived risk,perceived ease of use,perceived availability,external incentives and gender docking have a significant impact.Among these factors,the concern threshold in perceived ease of use and self correlation in perceived usefulness are the most important factors.Based on the established We Chat canvassing acceptance model,this paper puts forward some improvement ideas on the problems existing in the current ticket drawing from We Chat's ticket strategy,the mechanism and system improvement of the We Chat platform.