A Study On Users' Willingness To Continue Using The WeChat Official Account Of "Getting Together In Hong Kong"

With the advent of the era of "Internet +" and the popularization of WeChat public account,all industries and fields adopt the public account platform as the way of information publicity.At the same time,more and more people choose to access information and resources in WeChat public account.In this paper,it chooses the WeChat public account "Huddling in Hong Kong",and gives a brief introduction to the composition and related contents of the public account.Through the way of sending questionnaires to the users of the public account,this paper studies the factors that affect the users’ continuous use of the public account.After Internet users first follow the public account,through the investigation and analysis of the content quality,service quality and other factors provided by the public account,it can understand the factors that affect user satisfaction and ultimately lead to users’ willingness to continue using the public account.Through investigation and analysis,it can improve the internal quality of the public account,form a better brand publicity,help the public account to improve the shortcomings,give play to the strengths,and increase more users for the public account.In the meantime,it can guarantee the long-term following and using of users to the public account,and also make the public account provide users with better quality,more valuable information.Through sorting out domestic and foreign literature,this paper uses empirical research,combines the continuous use model of information system with the characteristics of public accounts,makes a new integrated model by citing two new variables of content quality and service quality,and designs the questionnaire survey according to the variables in the model.It uses SPSS data analysis method to make data analysis on the questionnaire data,respectively using reliability and validity analysis,descriptive analysis,correlation analysis,regression analysis,variance analysis and other statistical methods.Finally,it draws the conclusions that,there is a significant positive correlation between satisfaction and willingness to continue using;there is a significant positive correlation between perceived usefulness and willingness to continue using;there is a significant positive correlation between expectation confirmation and satisfaction;there is a significant positive correlation between perceived usefulness and satisfaction;there is a significant positive correlation between expectation confirmation and perceived usefulness;there is a significant positive correlation between content quality and perceived usefulness;there is a significant positive correlation between service quality and perceived usefulness.Through the above conclusions,and through the study of users’ willingness to continue using,the paper puts forward improvement measures in the four aspects of users,content,service and promotion,and gives some help to the future operation of the public account.