Research On The Innovation Diffusion Of Netease "Caozhi" WeChat Public Number

In this paper,the "CaoZhi" of netease's brand column WeChat official account is taken as the research object,Rogers' innovation diffusion theory as the guide,and the diffusion of "CaoZhi" of netease is explored through depth interview and questionnaire survey.Macroscopically,from the user growth of netease "CaoZhi" since the establishment of WeChat official account,it can be seen that the diffusion of "CaoZhi" conforms to the S curve of innovation diffusion.On the micro level,ten loyal users of netease "CaoZhi" WeChat public account were used as the pre-test basis for the interview,and the empirical research was designed under the guidance of innovation diffusion theory.The author takes the user's attention time,reading frequency,sharing frequency,whether they will continue to follow and whether they will recommend others to follow as the criteria for judging "CaoZhi" diffusion.Taking the relative advantages,compatibility,ease of use,testability,observability,communication channels,individual innovation and social system of "CaoZhi" as the eight influencing factors of diffusion,this paper preliminarily proposes the influencing factor model of netease "CaoZhi" WeChat public number diffusion.In this paper,408 valid questionnaires were collected and the data were statistically analyzed by SPSS.First of all,the demographic characteristics of netease "CaoZhi" users show that the ratio of male to female users is about 4:6,and the age is mainly concentrated in the young population aged 19-30 with higher education.Secondly,correlation analysis shows that the relative advantages,compatibility,ease of use,trialability,observability,communication channels,individual innovation and social system of "CaoZhi" have a positive relationship with users' use behavior.Thirdly,through multivariate regression analysis and binary Logistic regression analysis,most independent variables have a positive regression relationship with dependent variables,which has a positive impact on users' use behavior.Through the regression analysis,it is found that the eight factors of innovation diffusion have great influence on users' use behavior.Second,compatibility and social systems have positive effects on frequency of use,while communication channels have negative effects.Third,observability and compatibility positively affect the sharing frequency.Fourthly,compatibility has a positive influence on the behavior of continuous use.Fifth,comparative advantage and observability positively affect user recommendation behavior.According to the above research results,the further development of netease "CaoZhi" WeChat public number is proposed.First,create high-quality content,improve the observability;Secondly,get through various platforms to optimize the communication operation;Finally,carry out brand activities to improve user stickiness.