Research On Influencing Factors Of Micro - Credit Adoption Of College Students Based On

WeChat is an open network of social media, has the freedom to interact, share originality, integration, etc. College students as one of the main user groups wechat service, study its wechat flow experience and behavior, not only has great commercial value for wechat service operators, also has the positive sense and the correct use of wechat for the college students.In this study, college students wechat users as the object of research,wechat as the them,using technology acceptance model and related theoretical knowledge,combined with college students own characteristics and features of wechat services,gender,grade,specialty,using wechat experience time,average usage time,concerned persons and concern the type as control variables, discusses the influence of some factors wechat acceptance and use of variables, and established the relation model of influence factors of wechat adoption and use,in-depth analysis on related factors of college studentsMicro message influence degree of adoption. This research mainly adopts the empirical research method, access to the user data through the questionnaire, a total of 262 valid questionnaires. Data analysis using SPSS 17.0 and AMOS21.0, using the homogeneity test, factor analysis and structural equation modeling(AMOS) methods such as reliability analysis, validity analysis, descriptive statistical analysis, ANOVA and path analysis verify the network externality,perceived usefulness,perceived ease of use,perceived entertainment,compatibility,subjiective norms,attitudes,willingness to use influence on the use of wechat behavior,and accoding to affect the results, explore the relationship between them.The empirical results showed that:perceived usefulness,perceived ease of use,perceived entertainment and compatibility have a significant positive impact on the use of attitude, and then have an indirect influence on college students adopted wechat. Network externalities are affected by perceived usefulness and perceived ease of use played an indirect effect on attitudes;Perceived ease of use,network externalities between perceived usefulness and positively affect the relationship;perceived usefulness can directly affect the use of willing according to bypass the attitude.Also,verify that the network externalities,subjective norms can not directly influence the attitude of use;Among control variables,grades,using wechat experience time,the time you using wechat everyday and number of friends have influence on 9 factors. Finally, according to the above research conclusion and wechat function characteristics of its own, this paper puts forward the relevant scientific guiding students to adopt and use wechat some suggestions and improve the competitiveness of operators wechat some measures,such as strengthening the design easy to use interface and functionality,increase learning and entertianment sector development efforts,emphasis on subjiective norms important role to play,in order to enhance the commerical value of college wechat users.At the same time, also pointed out that college students through the use of wechat to the formation of important scientific behavior.