| Channels,as a short video platform embedded in WeChat,has been developing rapidly since its launch.As an emerging short video platform,how does channels stand out in the competitive short video market? How does channels acquire and retain users?What factors affect users’ behavioral intention of channels? Based on these problems,this paper studies the use intention of WeChat Channels,explores the existing influencing factors,compares the influencing effects of each factor,analyzes the influencing mechanism of each factor,and identifies core factors,so as to provide suggestions for the subsequent operation and development of platforms and provide inspiration for other short video platforms.In this paper,quantitative and qualitative methods are used to study the influencing factors of WeChat channels users’ intention to use.Firstly,use a quantitative method.Based on the characteristics of channels,combing the Unified Theory of Acceptance and Use of Technology with the use and satisfaction theory and introducing relevant research variables to construct a research model of influencing factors of channels users’ behavior intention.The data were collected by questionnaire,and then the structural equation model was used to test the model and research hypothesis,and the influence factors were ranked.After that,use qualitative method.Conduct in-depth interviews to corroborate the results of data analysis,and to discuss how each influencing factor acted on users’ behavioral intention.The results of the empirical study show that six of the eight variables have a significant positive impact on users’ intention on using WeChat Channels.According to the extent of the effect,influencing factors are ranked as: social influence;Performance expectancy;Emotional needs;Self-expression;Information seeking and facilitating conditions.Combining the results of quantitative and qualitative research,four conclusions are drawn: users of WeChat Channels use frequently and have high retention.Participation behavior is mainly browsing,also actively participating in interactive and creation;Social influence and performance expectancy have the most significant impact on users’ intention to use,and multi-dimensional demands also play a promoting role.Based on the conclusion,this paper puts forward four relevant suggestions for the operation and development of WeChat Channels: improve the functional design,strive for specialization and differentiation;With the help of the "strong relationship" recommendation mechanism,further expand the propagation effect;Make use of WeChat function chain to achieve full commercial potential;Enrich content and strengthen content supervision. |
