A Study On The Relationship Between User Motivation,Behavior And Satisfaction Of Wechat Official Accounts

With the development of smart mobile phone and 4G network,more peopoe are dong the mobile Internet business in china,which lead to the “micro news communication”.People can pick up information from micro-blog,WeChat,news APP in anytime and anyplace.WeChat official account is a new online media comes to us,which based on mobile phone,at this time the total number of WeChat official accounts are above 12 million,and grow at the speed of 376.4%,20.3% and 46.2% respectively Since 2014.many WeChat official accounts meets some problems and slower growth.There are kind of WeChat official accounts based on city content,they provide news,things about politics and entertainment,or other articles to local resident.The local WeChat official accounts can be both online media and an information store for local resident's convenience.From the user's point of view,this paper makes an empirical analysis of the relationship between the users' motivation,behavior and satisfaction with the local WeChat official accounts.Taking Nanjing as an example,we build a research model of user motivation,behavior and gratification of WeChat official accounts.We divide user motivation into intrinsic motivation and extrinsic motivation,intrinsic motivation includes the perceived ease of use,and perceived trust,and extrinsic motivation includes relaxation and entertainment motivation,and habit of pass time motivation.We explored the relationship between external motivation,intrinsic motivation and user behavior intention,actual behavior and satisfaction.The user's behavior intention is defined as the strength of user's intention to use local WeChat official accounts.The actual behavior is defined as the duration and frequency of users' bahavior on the local WeChat official accounts.We use structural equation to make an empirical analysis of the model.The steps of the empirical include analyzing the data's reliability,validity,descriptive statistics and path analysis.The data were collected in Nanjing.The empirical results show that the external motivation to use the local WeChat official accounts in the positive effect on perceived trust of user behavior intention,users' behavior intention positively influences user behavior,intrinsic motivation of user accounts user's actual behavior for positive effects,and user satisfaction positively influences behavior.Based on the results of empirical research,the thesis puts forward some suggestions for the public operator,including ensuring the accuracy of content,increasing interesting content,adding more entertainment forms and paying attention to varieties aspects of the comprehensive impact.The thesis explores the technology acceptance model and use and gratification theory meet the applicability in the area of WeChat official accounts research,starting from the user's point of view,we provided some practical suggestions for public operator on WeChat official accounts operations,this lead to a good practical significance.