The Impact Of WeChat Public Account's Push Content On Users' Continuance Intention

With the arrival of the mobile Internet era,a variety of mobile app and smart products have appeared.WeChat as one of the mobile Internet products,since its has been launched by Tencent in 2011,by virtue of strong interaction,high user authenticity,entertainment and other characteristics,has made great success.Besides,along with the Wechat's version update and improvement of function,Wechat's commercial value gradually emerged,the numerous commercial activities are quickly developing.Enterprises have realized that WeChat is bound to become an effective marketing tool,having opened the WeChat public account to carry out marketing activities.However,the emergence of a large number of WeChat public account,distracts the user's limited attention,resulting in that marketing effect becomes weak.Content homogenization phenomenon pushed by the WeChat public account is very serious,and originality is insufficient.Besides,phenomenon of pushing junk information often occurs.These phenomenons will affect users' experience and perceived value,even lead users to cancel the use of the public number.Many WeChat public account on the surface has considerable attention to the user,but in fact there are numbers of public platform zombie powder,browsing,recommendation and conversion rates are low,the user's continuance intention is not strong.In fact the user to use or to give up the use the WeChat public account almost do not have to pay any price,which leads to the users' behavior becomes difficult to continue.Therefore,push content has become the key to the WeChat public account's continued success,how to attract and retain users through high quality push content is a common problem faced by many of the WeChat public account.Based on the above background and perceived value theory,after reviewing the previous literature and research findings,this paper discusses the impact of WeChat public account's push content on users'perceived value and continuance intention.In this paper,the characteristics of the WeChat public account's push content is summarized as interactive,vivid and benefits,and the perceived value is divided into two dimensions of emotion value and information value.In addition,this paper introduces the cognitive demand as a moderator variable,analyzes its influence on the push content and perceived value.According to the survey data collection and field interviews,the paper use the structural equation model and regression analysis to verify the research,and draw the following conclusions:first,emotion value and information value are complete intermediary variabl interactivity and vividness of the WeChat public account's push content,have a significant positive impact on the user's continuance intention by the effects of perceived value;second,Interest not only has a significant direct positive impact on the user's continuance intention,but also have a significant indirect positive impact on he user's continuance intention by the effects of perceived value;third,cognitive demand has a significant moderating effect on the relationship between WeChat public push content and user perceived value.Specifically,cognitive need positively moderates the correlation between interactivity,usefulness and perceived value,and negatively moderates the correlation between vitality and perceived value.This paper takes WeChat public account as the object,exploring the factors that influence user's continuance intention,which has the innovation of research objects.And this paper based on the theory of perceived value,conduct research from perspective of users,which embodies the innovation of the perspectives of the study.In addition to taking into account the relationship between push content and perceived value,the continuance intention,the moderating effects of cognitive demand are also considered,which embodies the innovation of research content.