Research On The Influencing Factors Of Ideological And Political Education Information’s Acceptance Behavior Of University WeChat Public Platform Users

At the 2016 National Conference on Ideological and Political Work in Colleges and Universities,General Secretary Xi Jinping emphasized: "We have to use new media technology to make ideological and political work alive,promote the high integration of traditional advantages of ideological and political work with information technology,and enhance the sense of the times and appeal." In the new media trend of the Internet era,we must strive to achieve " Change because of things,act because of the timing,innovate because of the situation " to do a good job in ideological and political education in universities.While considering the growth law of students,grasp the characteristics of the times,follow the group of teachers and students to carry out ideological and political education work on the Internet,and use new media to enhance the affinity and pertinence of ideological and political education.The WeChat public platform as a representative of the information dissemination medium in the new media era is becoming an important source of information for the public.At present,many colleges and universities have established their own WeChat public platform,representing colleges and universities in the Internet world to disseminate information and provide services to teachers and students.How to improve the dissemination effect of ideological and political education information on university WeChat public platform is becoming the key research direction of university network culture construction.The research on the influencing factors of ideological and political education information for users of university WeChat public platform is an important prerequisite for proposing scientific and reasonable ideological and political education information dissemination strategies for university WeChat public platforms.The thesis first sorts out the concepts related to the university WeChat public platform and ideological and political education,clarifies the basis and connection of using the university WeChat public platform to carry out ideological and political education,and summarizes the functions and characteristics of the university WeChat public platform for dissemination of ideological and political education information and find out that the use of university WeChat public platform to carry out ideological and political education has a good theoretical foundation and practical feasibility.On the one hand,the thesis uses the content analysis method,taking the WeChat public platforms of seven colleges and universities such as Tsinghua University and other seven college campus network culture construction pilot universities as samples,collecting three months of messages for content and data analysis,and the research results show that on the whole,the WeChat public platforms in colleges and universities have a good dissemination of ideological and political education information.However,there are some differences among universities.In terms of content,the dissemination effect of identification information,image building information,value leading information and public opinion guiding information is gradually decreasing.The study also summarizes some problems in ideological and political education information dissemination of WeChat public platforms in colleges and universities.On the other hand,from the perspective of the communication audience,that is,teachers and students,the study interviews the users of the university WeChat public account,conducts a grounded theoretical study on the interview results,and obtains the theoretical model of the ideological and political education information acceptance behavior of the university WeChat public account.On the basis of the theoretical model,the influencing factor model was constructed by fusing Unified Theory of Acceptance and Use of Technology(UTAUT).Through questionnaire survey,SPSS and AMOS statistical software were used to verify and analyze the structural equation model,and the relationship among the influencing factors was obtained.The results show that performance expectancy,information quality,quality of service,social influence and self-efficacy have significant influence on users’ willingness to accept.Convenience conditions and acceptance intention have significant influence on users’ acceptance behavior.Performance expectancy,information quality,service quality,social influence and self-efficacy have a mediating effect on acceptance behavior through acceptance intention.The influence of effort expectation on users’ acceptance intention is not significant,and there is no mediating effect of acceptance intention on acceptance behavior.After that,the study summarized the specific impact of these factors on the ideological and political education information acceptance of university WeChat public platform users.Finally,based on the above research.This thesis provides some optimization countermeasures for university WeChat public platform users to better accept ideological and political education information and improve the dissemination effect of ideological and political education information of university WeChat public platform from the three influencing factors of individual,media and environment in order to Let the university WeChat public platform full of vitality,strengthen the integration of ideological and political education and new media communication,further improve the ideological and moral level of teachers and students in contemporary universities,and strive to complete the fundamental task of moral education in colleges and universities.