The User Adoption Research About Governmentalwechat Public Number

The variety of Internet applications and the popularity of intelligent terminal has laid a good foundation for the innovation of people’s communication.In the era of mobile Internet, as a product of the integration of instant messaging and mobile Internet technology, We Chat-the new mobile instant messaging platform-has been gain the attention and favor of the market as soon as it lauched, and also attracted a lot of scholars’ sight.Government departments have also opened We Chat public numbers to provide government services, public service and release emergency information and advice to the society.In the present the investigation of Wechat like users’ attitude and user adoption has obtained some achievements. But the pertinence is not strong and most of the investigation isqualitative analysis. In view of present situation of the number of Wechatl public number attention is far lower than other types of public number, this dissertationconducts the research in view of the special We Chat public number based on the technology acceptance model and innovation diffusion theoryfrom the perspective of user adoption.As for government departments to better provide for the public service to put forward opinions and suggestions.Firstly, this dissertationsorts and introducesthe domestic and overseas research on mobile instant messaging, expounds the related theory and research results of user adoption. Then laid the foundation for the research in this dissertation.Secondly, this part puts forward the research hypotheses according to the literature research, constructs the conceptual model, and designed the Wechat public user adoption questionnaire as a measurement of the Wechat public factors influencing the tool user adoption,get ready for the measurement of the issuance of questionnaires and data.Again, the dissertation collects data through a questionnaire survey, and uses SPSS 19.0 and AMOS 17.0 to test the reliability and validity of the questionnaire. Then the author of the dissertation use SPSS 19.0 on the various dimensions of the questionnaire data descriptive statistical analysis and confirmatory factor analysis, drawing on the use of Wechat and govermental Wechat public number affairs factors. This dissertation also use AMOS 17.0 to analyseeach variables, build structural equation and construct. govermental Wechat number user adoption model, so that the hypotheses were verified and get the results in this paper.Finally, based on the results of this study and related theory, this dissertation puts forward relevant countermeasures and suggestions from three aspects of usage, influence factors and external influence.