Research On Intention To Use Wechat Service In University Archives Based On UTAUT Model

In the new generation of social communication software,Wechat has become a nationwide mobile application software based on the characteristics of free,fast and cross-communication operators.In particular,the development and promotion of Wechat public platform has promoted the gradual service of Wechat in government affairs,transportation,education and life.Many colleges and universities in China have followed this trend and opened the public number of archives Wechat to provide convenient Wechat service for the faculty and students.However,according to the survey and research,university students have a strong willingness to accept the archives' Wechat service,but the actual utilization rate is relatively low;and the construction level of University archives' Wechat service platform is uneven,which leads to the waste of educational resources to a certain extent.Therefore,it is necessary to analyze and study the relevant factors affecting the willingness to use the Wechat service in University Archives from the perspective of users,and explore how to make more users use the Wechat service in archives.According to the results of empirical research,this paper puts forward corresponding development suggestions to improve the construction of University Archives Wechat service platform,so that archives can better provide Wechat service for university teachers and students.All kinds of University Archives in China apply for registration account on Wechat public platform,that is,Wechat public number for University archives.Archives provide convenient service for students through Wechat public platform,that is,Wechat service for University archives.From the perspective of user perception,this paper improves the original model based on UTAUT(Unified Theory of Acceptance and Use of Technology),and constructs a theoretical model of University archives' willingness to use Wechat service,combining with the specific characteristics of university students and University archives.The main purpose is to fine-tune the independent variables,dependent variables and regulatory variables in the original UTAUT model.Specific modifications are as follows:Firstly,on the basis of UTAUT model,four new independent variables are included:information quality,personal innovation,perceived cost and perceived risk.Secondly,according to the characteristics of college students and the actual situation of the use of Wechat,we retain thee "gender"as a regulatory variable,exclude the "age","experience"and"voluntary use"regulatory variables,and introduce two new regulatory variables,"student category" and"subject category".At the same time,due to the low usage rate of Wechat service in University Archives at this stage,the dependent variable of"usage behavior" is also excluded,and only "willingness to use"is retained.Finally,according to the dimension of variable design and measurement,this paper constructs the Willingness Model of Wechat Service in University Archives,and puts forward the hypothesis of this study.This paper takes college students as the object of investigation,adopts online and offl:ine questionnaires,and finally receives 510 valid questionnaires.SPSS 24.0 and AMOS 24.0 were used to analyze the reliability,validity and descriptive statistics of the reco-vered data in order to verify the applicability of the model and research hypothesis.The results show that:performance expectation,community influence,convenience,information quality and personal innovation have a positive impact on students' willingness to use the archives Wechat service;only part of the hypothesis that students' types and subject categories have significant differences in users'willingness to use the service is valid.The research results validate and support UTAUT model,and expand the application of UTAUT model in the field of University Archives Wechat service.Finally,based on the results of empirical research,five suggestions are put forward to improve performance expectations,focus on community influence,increase convenience conditions,improve information quality and meet individual needs for reference.