Research On The Influencing Factors Of The University We Chat Official Platform Influence

With the deepening of mobile Internet media,the rise and development of university WeChat official platforms have further expanded its influence and changed the current way of information dissemination and people’s lifestyles.As a mainstream institution,colleges and universities have also settled on the WeChat official platform to achieve many comprehensive functions such as information release,serving teachers and students,ideological propaganda,and cultural education.The user group is large and stable,and the communication arrival rate and efficiency are high.University WeChat official platform is a complete means to achieve innovation in communication methods.However,there is still room for improvement in the university WeChat official platforms in the actual communication operation.In order to better promote the university WeChat influence,and to achieve the construction of colleges and universities,it is necessary to identify and analyze the influencing factors of the influence of university WeChat official platforms.This research firstly through theoretical analysis and defines the research idea as the communication influence based on the information ecology and user perspective.Based on the summary of the relevant literature theory,a theoretical model was constructed.Four influencing factors were extracted from the perspective of information ecology.Satisfaction and loyalty were used as intermediary variables to explore the mechanism of influence.At the same time,this dissertation carried out a questionnaire survey on WeChat users in related universities.Using the structural equation model and qualitative comparative analysis of two mixed research methods for the same questionnaire data,cross-validation,the relevant influencing factors and promotion strategies were obtained.The study found that in the verification of structural equation models,information quality,information literacy,and information technology perception have a positive effect on influence through satisfaction,while information quality,information environment promotion,and information technology perception have a positive effect on influence through loyalty,Loyalty plays an intermediary role in the relationship between satisfaction and influence.In the verification of qualitative comparative analysis,information literacy plays a more important role.Different combination configurations will have different effects on user satisfaction and loyalty.The way to increase influence includes two ways: environmental promotion and daily push Modes,of which the second mode has higher consistency and coverage,is a more effective promotion path.This dissertation not only contributes a new research perspective to the university WeChat official platform influence in theory,but also can provide guidance for the promotion and operation of WeChat in universities in practice.