Study On The Uses And Gratifications Of The Academic Journal WeChat Public Accounts Users

With low operating costs,timely interaction,and convenient sharing,the WeChat public account becomes a good choice for the integration of academic journals and new media.Although many academic journals have opened the WeChat public accounts,the status quo of operation and the effect of communication are not satisfactory.Most of the existing researches focus on the subject of the academic journal WeChat public accounts,but pay less attention to its user groups.Besides,the research methods are mainly based on experience.Therefore,this study is from the perspective of users,based on the theory of “use and satisfaction”,and adopts the method of questionnaire survey to empirically explore the needs,usage behavior and satisfaction of academic journal WeChat users,which has a perspective innovation and method innovation,and can not only provide decision-making basis for the development of the academic journal WeChat public accounts,but also change the research pattern of the current WeChat public reporter itself.Through the preliminary interviews and the investigation of the status quo of construction,the questionnaire for the use and gratifications of the users of the academic journal WeChat public account was designed.College students with experience in using the WeChat public account of academic journals were selected as research simple by simple random sampling method,and 383 valid questionnaires were analyzed using SPSS22.0 software.This study first descriptively analyzes the usage behavior,usage needs and satisfaction of academic journal WeChat users,and then analyzes the differences in usage needs,behavior and satisfaction between different user groups.At the same time,the relationship between users' usage behavior and usage needs,perceived usefulness and ease of use of academic journal public account are examined,and the relationship between users' satisfaction and usage behavior is also considered.The study found:(1)There are five main needs for users to use academic journal WeChat public accounts.According to the intensity of demand,the five types of needs are personal integration needs,academic information acquisition needs,convenience needs based on functional use,psychological needs based on knowledge acquisition,social needs based on academic communication. It can be seen that although the academic journal WeChat public account relies on the social media platform of WeChat,due to its academic special attributes,the strongest need for users is personal integration rather than social;(2)For these five types of needs,users are in a more satisfactory state as a whole.However,the satisfaction score of the 10 segmentation needs are lower than the score of the corresponding needs,which indicates that the problems in the content dissemination and function construction still exist,as a result,users' needs are not being well satisfied;(3)Users with different genders,qualifications,majors,and school regions have different needs,usage satisfaction,and usage behaviors for academic journal WeChat public accounts,which inspires the academic journal WeChat to segment users and accurately spread;(4)Users' academic information needs and the social needs based on academic communication of the academic journal WeChat public accounts are positively correlated with their usage frequency.Besides,users' impression of the usefulness and accessibility of academic journal WeChat public accounts is positively correlated with the frequency of use,which inspires the academic journal WeChat to increase the promotion to improve the users' understanding as well as their viscosity;(5)Users' satisfaction with the social needs based on academic communication is positively correlated with the frequency of use and the time of each browsing.The satisfaction of the convenience needs based on function usage is positively correlated with the time of each browsing,while negatively correlated with the duration of use.