| In recent years,with the rapid development of mobile social e-commerce,Wechat,as an indispensable tool for communication between users and classmates,friends and colleagues,is changing our lifestyle invisibly.Every major update of Wechat is changing the behavior habits that users have developed.Therefore,it is of great theoretical and practical significance to explore users'willingness to accept the new functions of Wechat.Based on the updated"Look"function of Wechat Version 7.0,this paper is based on UTAUT model,and incorporates two independent variables:general privacy tendency and individual innovation into the model.At the same time,gender and age are added as moderator variables.Through online questionnaire,this paper attempts to explore the establishment of influencing factors model of users'willingness to use the"Look"function of Wechat.Firstly,the reliability and validity of the data collected in the pre-survey are analyzed,and then the sample data collected in the formal survey stage are empirically analyzed using SPSS 19.0 and Mplus software.Empirical results show that performance expectation,effort expectation and social impact have significant positive effects on users'willingness to use,general privacy preference has significant negative effects on users'willingness to use,and individual innovation has no significant impact on users'willingness to use.At the same time,performance expectation plays a mediating role in the impact of effort expectation and social impact on users'willingness to use.According to the conclusion of empirical analysis,this paper tries to put forward reasonable suggestions from the perspective of Wechat operation team:first,pay full attention to the possible user privacy risks;second,constantly optimize the quality of"look at"content and deal with all kinds of low-quality recommendation content reported by users in time.Finally,the limitations of this paper and future research prospects are put forward. |
PDF Full Text Request