Research On The User Behavior Of The "Online State Grid" APP Of The Power Supply Company In City

With the development of the Internet,mobile intelligent terminals gradually increase,breaking the time and space barriers of mobile payment.People can buy and pay at any time and anywhere.In order to quickly seize the market,Internet companies regard the development and design of apps as the top priority.All kinds of apps develop rapidly and compete fiercely,and carry out various marketing activities to improve marketing effects to attract consumers.Compared with other types of apps,the "online state grid" app has its own professional advantages.Through the "online state grid" app,power supply companies can easily obtain user information,perceive users’ energy consumption,provide users with more thoughtful services,and design exclusive marketing schemes for different power customers,so as to save users more unnecessary expenses.Therefore,the first purpose of this paper is to improve the number of user registrations,optimize the app function according to user needs,make it more useful in users’ work and life,let more people recognize various mobile phone application software launched by state-owned enterprises,and let more people enjoy the convenience brought by technology.Second,improve the user experience and stickiness,formulate the optimization scheme for the function of the "online state grid" app,so that power users can enjoy more convenient services and achieve better marketing results.The research object of this paper is "online state grid" app,and the research model is UTAUT model,that is,technology acceptance model.Through the modeling and analysis of user data,this paper studies the user’s use behavior of "online state grid" app,and finds out the relevant influencing factors.Give some suggestions to the developers of the "online state grid" app of the power supply company and some marketing suggestions to the promoters.Through the previous literature statistics and combined with the characteristics of the "online state grid" app,this paper finally takes the UTAUT model as the basic model to study the influencing factors of the user behavior of the "online state grid" app.This paper attempts to establish a new research model based on the four influencing factors of the original model.The four influencing factors of the original model are: effort expectation,performance expectation,social influence and promotion factors.Prepare to add new factors of perceived risk and hedonic motivation,which is established in combination with the professional attributes of the "online state grid" app,and finally put forward the research hypothesis of this paper.By issuing questionnaires to the communities and work units in densely populated areas,the collected data are imported into the result equation model,calculated and analyzed by computer software,and finally verified the hypothesis I put forward.There are two innovations in this study: first,the UTAUT model is applied to the research on the influencing factors of "online state grid" app user behavior in the domestic power professional background,which provides a broader space for the research of UTAUT model.The second is to construct the influencing factor model of "online state grid" app users’ willingness to use behavior.Through the study of a large number of documents,several influencing factors of user behavior are extracted.Then,according to the user behavior characteristics and professional characteristics of "online state grid" app,the influencing factor variables of UTAUT model are extracted,and the relevant factor variables are imported into computer software for analysis to test the degree of influence.Combined with the original UTAUT model,hedonic motivation and perceived risk are added to the model to analyze the influencing factors,and put forward new assumptions after the analysis.Further expand the research scope of "online state grid" app,and finally complete the influencing factor model of "online state grid" app user behavior through the verification of the new model.The empirical results show that performance expectation,effort expectation,social impact and hedonic motivation have a positive impact on the use intention of "online state grid" app users,perceived risk has a negative impact on the use intention of "online state grid" app users,and the use intention has a positive impact on the use behavior;Promoting factors have a direct positive impact on use behavior.According to the research conclusion,this paper puts forward constructive suggestions on the design,development and marketing planning of "online state grid" app.