基于用户行为的企业微信公众号持续使用影响因素研究

发布时间：2018-08-06 09:04

【摘要】：近年来,随着移动社交媒体的快速发展,3G、4G手机网络的广泛普及,以微信公众号为代表的移动社交媒体的影响力正在不断加强。鉴于微信公众号构建成本低、互动性强、操作简单、功能全面等特点,越来越多的企业利用微信公众号这一丰富、灵活的媒体渠道来进行客户关系管理、挖掘潜在客户、拓展营销渠道。与此同时,对微信公众号持续使用的研究正日益引起学者的关注。本文将基于用户行为的视角针对企业微信公众账号开展持续使用方面的相关研究,运用实证研究的方法,探究企业微信公众号持续使用的影响因素。首先,本文拟通过对此领域国内外已有文献的阅读,对信息系统采纳及持续使用的相关理论及研究成果进行研究,并借鉴营销领域中感知风险、期望与满足理论等较为成熟的研究,将信息系统成功模型与期望满足模型相结合,构建企业微信公众号持续使用影响因素的研究模型。引入主观规范、感知安全等影响因素,以实现对所提因素的有力验证。其次,本文在国内外经典研究量表的基础上,结合企业微信公众号的特点,形成了本文的最终量表及调查问卷。此次问卷调查采用网络线上收集及线下收集两种形式,共收到有效问卷455份,满足实验研究的问卷数量要求。对数据进行初步处理分析后,采用结构方程建模的方法对所提出的研究模型进行验证,研究结果得到了很好的数据支持。最后得出本文研究结论:内容有用性、内容时效性、内容专业性、平台操作简易度、平台互动性、平台广播性和感知安全因素通过影响用户的期望确认而影响用户满意,从而影响用户的持续使用,内容有用性、内容时效性、内容专业性和主管规范直接影响用户的持续使用。通过对企业微信公众号持续使用的研究,找到了影响用户持续使用企业微信公众号的相关因素,为企业如何充分利用微信公众号的优势增强用户黏性、壮大客户群体、开拓市场空间提供理论参考及建议。
[Abstract]:In recent years, with the rapid development of mobile social media, the influence of mobile social media, represented by WeChat Public number, is increasing. In view of the characteristics of WeChat public number, such as low cost, strong interaction, simple operation, comprehensive function and so on, more and more enterprises use WeChat public number as a rich and flexible media channel to carry out customer relationship management and excavate potential customers. Expand marketing channels. At the same time, the research on the sustainable use of WeChat public number is attracting more and more attention. In this paper, based on the perspective of user behavior, we will study the sustainable use of corporate WeChat public accounts, using empirical research methods to explore the impact factors of the sustainable use of corporate WeChat public numbers. First of all, this paper intends to study the relevant theories and research results of the adoption and sustainable use of information systems through the reading of domestic and foreign literature in this field, and learn from the perceived risks in the field of marketing. Based on the theory of expectation and satisfaction, this paper combines the successful model of information system with the model of expectation satisfaction, and constructs the research model of the influencing factors of the sustainable use of the public number of enterprise WeChat. Subjective norms, perceived security and other influencing factors are introduced to achieve the effective verification of the proposed factors. Secondly, on the basis of the classical research scale at home and abroad, combined with the characteristics of enterprise WeChat public number, this paper forms the final scale and questionnaire. The questionnaires were collected online and offline, and 455 valid questionnaires were received to meet the requirements of the experimental research. After preliminary processing and analysis of the data, the method of structural equation modeling is used to verify the proposed research model, and the research results are well supported by the data. Finally, this paper concludes that: content usefulness, content timeliness, content professionalism, platform ease of operation, platform interactivity, platform broadcast and perceived security factors affect user satisfaction through the expected confirmation of users. Therefore, the continuous use of users, the usefulness of content, the timeliness of content, the professionalism of content and the specification of supervisor directly affect the continuous use of users. Through the research on the continuous use of the public number of WeChat, the paper finds the relevant factors that affect the users' sustainable use of the public number of WeChat, which can enhance the stickiness of the users and strengthen the customer group for the enterprise to make full use of the advantages of the public number of WeChat. Open up the market space to provide theoretical reference and suggestions.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

【参考文献】