| Faced with the "second half" competition pattern of mobile Internet,Internet giants have launched small program products in succession in order to take the lead in the next competition.Wechat applet was released in January 2017,and active users reached 170 million in just one year.Xiaolong Zhang,the founder of Wechat,is a self-positioning application that does not need to install,download,reach,run out and uninstall.Whether it is mining the value of offline scenarios or solving the long tail dilemma of mobile application distribution,Wechat applet has broad application prospects and research value.However,opportunities and challenges coexist.Wechat applets are facing both internal and external crises.From the outside,Wechat applets are facing the impact from other giant applets.From the inside,the expected performance of Wechat applets is not satisfactory.In this paper,starting from how to improve the retention rate of users,through exploring the influencing factors of users' willingness to continue using,we put forward feasible suggestions to enhance the competitiveness of Weixin applet products,in order to realize the practical value of improving the retention of Weixin applet users.From a theoretical point of view,the development of the Internet has entered the "second half".The applicability of the classical information technology acceptance model in the new technological environment needs to be investigated.The classical information technology acceptance and continuous use model is validated by the Wechat applet.In order to obtain real and effective influencing factors,this paper adopts the research methods of literature research and in-depth interviews.Firstly,the available variables and theoretical basis are extracted from the results of literat ure research,and preliminary screening is carried out with the research subject of Wechat applet.At the same time,the interview outline is designed and sui table subjects are selected for in-depth interviews.This step is to obtain open t hinking from unstructured interviews.Finally,the results of both interviews are combined to determine the degree of expectation confirmation,perceived ease of use,perceived usefulness,perceived entertainment,comparative advantage an d usage habits as independent variables,and satisfaction and willingness to con tinue using as dependent variables.After confirming the influencing variables,t his paper constructs a theoretical model of the influencing factors of Wechat applet users' willingness to continue using.Based on the model and previous stu dies,this paper puts forward the hypothesis of this study,and defines the varia bles.Combining with the classical scale,we compile questionnaires,distribute,recycle and screen the data.Finally,we embedded the theoretical model to ana lyze the model.After verifying the research hypothesis,we get the empirical r esults.Among them,14 research hypothesis are valid,and one research hypoth esis is not valid.The research found that the mechanism of the willingness to continue using of Wechat applets is as follows:(1)the degree of user expectat ion confirmation has a significant positive impact on perceived ease of use,pe rceived usefulness and perceived entertainment;(2)user satisfaction is an impor tant factor affecting the willingness to continue using;(3)user habits have no expected positive impact on the willingness to continue using.The research res ults have certain theoretical and practical significance.According to the research results,this paper puts forward practical enlighte nment from the perspective of Wechat applet platform.The results show that r educing perception cost,improving innovation advantages and expectation recog nition will effectively improve user retention rate.In addition,according to the thinking of this research framework,this paper discusses the interaction betwe en media and human,and explores the contradiction of human-computer coexis tence from the perspective of media reflection. |
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