Research On The Impact Of Users’ Continuance Intention Of Popular Science Public Account Based On Attachment Theory

With the improvement of living standards,the country began to pay attention to the popularization of scientific knowledge,and the people also began to pursue spiritual satisfaction.We Chat public account is based on the powerful user group of We Chat,and is one of the important channels for the dissemination of popular science knowledge.After ten years of development,We Chat public account has been relatively saturated,so We Chat public account to ensure the stickiness of existing users,improve their willingness to use.This paper takes the popular science We Chat public account as the research object to discuss the relationship between the perceived value,the attachment of the public account and the willingness to continue to use,so as to put forward suggestions for the long-term use relationship between the popular science We Chat public account and users.This paper on the research of We Chat public status and the influence of willingness,the article of the public and study the public operation and communication,for user behavior research is missing,and although the existing We Chat public continuous use research mechanism,but few scholars will introduce attachment theory to We Chat public research situation,has not yet tested the public user attachment to the influence of its continuous use intention.Therefore,this study takes the attachment theory as the theoretical basis and combines it with the perceived value theory to study the influence of users ’perceived value on the attachment of the public account and attachment on users’ continuous use intention,and constructs a model of the willingness of continuous use of We Chat public accounts based on the attachment theory.Perceived value is divided into four dimensions: cognitive value,functional value,social value and information quality,which should be taken as independent variables,public account attachment is the intermediary variable,and willingness to continuously use is the dependent variable.Finally,this study draw on mature scale and popular science We Chat public characteristics design questionnaire,through the questionnaire network collected 344 effective questionnaire,through SPSS 26.0 questionnaire data descriptive statistical analysis,reliability analysis and exploratory factor analysis,AMOS 24.0 software validation factor analysis and path analysis and hypothesis testing of structural equation model,with empirical based on attachment theory of We Chat public number continuous use of willingness model.The research results show that the information quality and cognitive value have significant positive and direct effects on the attachment and willingness to continuously use the public account;the functional value has a significant positive and direct effect on the willingness to continuously use,but the attachment to the public account plays an intermediary role between the information quality,cognitive value,social value and continuous use intention.Finally,based on the research results,four suggestions are proposed to the managers to improve users ’continuous use intention: adhere to "content is king";stimulate users’ curiosity;strengthen interaction;meet functional needs and simple operation.