The Research Of Influencing Factors On User Aspiration Of Wechat Public Platform

with the rapid development of Mobile Internet and digital technology, the mobile phone instant message softwares such as microblog and Wechat have become the most popular socialized tools recently. Based on Wechat, Tecent company has added a new function module that is Wechat public platform. Since its promotion in August,2012, the platform has been warmly welcomed and the number of verified account in the public platform has accrued tremendously and the number reaches millions until now. Wechat public platform includes functions such as sending media information on a large scale, individual to individual interaction, oriented sending, multi diversified development and smart reply. All these functions enable Wechat public platform to interact with users effectively, position accurately, inform widely, promote costly, providing conditions for personal service. Beside, these functions also offer promising prospect for its application in the field of media, marketing, customer service and public service. The commercial value of Wechat public platform has become more and more obvious and the profit is definitely inestimable.However, there are few studies focusing on exploring the Wechat public platform both at home and abroad. Most operators of public account fail to operate the account from the users’ perspective instead of personal intuition and operating experience. Researchers and operators do not put enough emphasis on the factors influencing the public platform users’ preference. Besides, there still lack of the measuring instrument that specializes in measuring the factors influencing the public platform users’ preference. On the basis of related literature review and interview, the questionnaire on the public platform users’ using motivation has been cultivated. The study mainly discusses factors influencing the public platform users’ preference from personality traits and psychological needs to make up for the short of current studies as well as to offer insight for the future studies on Wechat public platform.The first study has constructed a questionnaire about Wechat public platform users’ using motivation, including 3 dimensions from their information requirements, entertainment interests, social demands and 14 projects. The questionnaire provides a solid tool for further investigating Wechat pubic platform users’ using motivation. The second study attempts to use the questionnaire to explore Wechat public platform users’ psychological motivation and their satisfaction. Through the Wechat public platform users’ using motivation questionnaire and the five traits questionnaire to investigate the correlation among five traits, psychological demands and users’ using willingness. The results reveal that each two of information requirements, social demands, entertainment interests and using willingness are positively correlated; In five traits, humanity are positively correlated with information requirements, entertainment interests, using willingness; responsibility are positively correlated with information requirements, social demands and using willingness; openness are positively correlated with psychological needs and using willingness; neuroticism are positively correlated with entertainment interests and using willingness; information requirements can positively predict the Wechat public platform using preference.