Research On Influencing Factors Of Health WeChat Official Account User’s Interactive Behaviors

We Chat is currently one of the main channels for the public to obtain health information.In the context of the comprehensive implementation of the "Healthy China" strategy and the development trend of "Internet + medical",grasping user thinking can provide a reference for We Chat official accounts to carry out health communication and operational development.At present,user behavior has shown itself under the influence of the We Chat environment.Diversified characteristics,so this article selects the user interaction behavior perspective to conduct a more detailed analysis.This article comprehensively uses three research methods: literature research,in-depth interviews and questionnaire surveys,and combines relevant theories with survey data,in order to provide help for the content production and operation of health We Chat public accounts.The full text is composed of six parts.The first part is the introduction.It mainly discusses the background and significance of the topic,combs and summarizes the related literature,and proposes research methods and innovations in this article.The second part is the concept definition and theoretical basis.Firstly,define and classify health We Chat official accounts.Secondly,define user interaction behaviors in health We Chat official accounts and summarize the main interactive forms currently presented.Finally,the social cognitive theory and planned behavior theory are sorted out.The third part is the theoretical model and research hypothesis.After analyzing the previous concepts,on the basis of the existing theories,a theoretical model of the factors influencing the interaction behavior of health We Chat official accounts that is suitable for this article is constructed,and research hypotheses are put forward.The fourth part is research design.Operationally define variables and design questionnaires to clarify the subjects of the survey,and then issue and return the questionnaires based on the modification of the presurvey.The fifth part is data analysis.First,perform a descriptive analysis of the data collected from the questionnaire,and verify and test the model and hypothesis through SPSS23.0 and AMOS23.0,and analyze the data results.The sixth part is the proposal of optimization strategy.Suggestions for reference are provided for the verification results of influencing factors.The research in this paper found that user factors(perceived usefulness,perceived entertainment,health outcome expectations,community outcome expectations,self-efficacy)have a positive impact on users’ willingness to interact;environmental factors(number of fans,subjective norms,perceived behavior control)have a positive impact on interaction Willingness has a positive effect;user interaction willingness positively affects user interaction behavior;health anxiety has no significant relationship with user interaction willingness;gender,age,education background,and occupation have no significant effect on each variable.