Reseatch On Undograduates’ Adoption Of Official WeChat Official Accounts Of Universities ——Taking The Undergraduate Universities In Nanchang As An Example

As an important component of we media in universities,the university WeChat official account has gradually become an important tool for transmitting information between school and students.At present,universities have successively opened official WeChat official accounts to release school news and information to the public and provide convenient services for teachers and students.As a concentrated group of people who use official WeChat official account of universities,the intentions of undergraduates to adopt official WeChat official account of universities deserves more and more attention.Based on this,this study adopts the fuzzy-set qualitative comparative analysis method,analyzes factors affecting undergraduates’ intentions to adopt official WeChat official account of universities from thier own perspectives,and then construct a configuration model of undergraduates’ adoption of official WeChat official accounts of universities.Further,analyzes the different combination paths of undergraduates’ intentions to adopt official WeChat official accounts of universities.This study helps to enhance the authority of official WeChat official accounts of universities and popularize the use of them.It can also,provide reference materials for the informatization construction of schools.Fristly,this study analyzes the WeChat official account of 13 universities in Nanchang.And then divided them into two levels: high visitor volume and low visitor volume,according to,analyze the official WeChat official account of each university for 3 months.Secondly,in the semi-structured interview process,a number of students from one university were selected as interviewees from the high and low visitor volume levels respectively,then conducted a grounded analysis of the resulting semi-structured interview content.And a total of 13 influencing factor categories from B1 to B13 were obtained.Referring to UTAUT model,D＆M model and then combining 13 factor categories,8 factors affecting undergraduates’ adoption of the university WeChat official account were summarized.These,8 factors are further subdivided into three levels: school,individual,and external environment,and a configuration model for undergraduates to adopt the university WeChat official account is constructed.Finally,and a number of universities were selected from the two visitor volume levels to distribute the survey questionnaires,and the results of the collected questionnaires were tested,calibrated and analyzed.The results show that there are 2 core factors affecting undergraduates’ intentions to adopt the university WeChat official account under high and low visitor volume levels: performance expectation and offline service quality;under high visitor volume level,there are 5 core factors,3 marginal factors and 3 configuration paths that affect undergraduates’ intentions to adopt official WeChat official accounts of universities,under low visitor volume level;there are 4 core factors,4 marginal factors and 3 configuration paths that affect undergraduates’ intentions to adopt official WeChat official accounts of universities,there are 6 core factors,2 marginal factors and 2 configuration paths that affect undergraduates’ intentions to not adopt official WeChat official accounts of universities.According to the configuration path,combined with the interview results and survey questionnaire statistical results,suggestions were put forward to improve undergraduates’ intentions to adopt official WeChat official accounts of universities.From the perspective of shared core factors,performance expectations and offline service quality,there are five suggestions to improve undergraduates’ intentions to adopt official WeChat official accounts of universities: first,strengthen the convenience services of official WeChat official accounts;second,optimize the functional modules of official WeChat official accounts;third,improve the quality of the operation team;fourth,strengthen the research and publicity of official WeChat official accounts;fifth,arouse undergraduates’ interest in official WeChat official accounts through activities and competitions,and improve thier favorability of them as much as possible.The following suggestions are made to enhance the intentions of undergraduates to adopt official WeChat official accounts under high visitor volume level: improve the quality of online services of official WeChat official accounts while ensuring the quality of information.There are two suggestions,for improving undergraduates’ intentions to adopt official WeChat official accounts in low visitor volume level: first,improve the information quality of official WeChat official accounts tweets;second,optimize the overall design of official WeChat official accounts.