| With the development of mobile Internet, users of smart products and mobile applications is increasing. We Chat, pushed out by Tencent in 2011, a social information platform. As a product of Mobile Internet, We Chat becomes one of the most popular social information platform. We Chat has a lot of advantages, such as the great users, marketing is accurate etc. Therefore, the value of its network marketing has attached more and more attention. It has quickly become one of the most important marketing platform use. And in order to satisfied marketing needs of enterprises, We Chat launched a new features, We Chat public platform, in 2012. Enterprises could publish pictures, texts on the platform to transfer information to users. For 4S Auto shop industry, which mainly provides Sale, Spare-part, Service and survey, We Chat is a more indispensable marketing tool. Currently, most of China’s automobile 4S stores have launched a We Chat public platform, and through it do a lot of marketing. But for some automobile 4S stores, public We Chat marketing platform does not provide good results, the reasons are manifold. But the actual needs of users, there is no deep understanding count a lot. Therefore, the actual needs of the user 4S automobile store, grasp the We Chat public platform and a good management optimization program is very important and necessary.Based on this background, this paper combined with theoretical knowledge and empirical research methods, influencing factors 4S automobile store continued intention We Chat users on the public platform. First, based on a We Chat marketing, 4S automobile store, it is desirable to confirm the model comprehensive literature review and continued use willingness. Secondly, the theoretical model in this paper has been established, research assumptions, as well as factors related to 4SL questionnaire micro letter of intent to form a continuous users. Third, the perception expected factors, through questionnaires and exploratory factor analysis of the theoretical model is based on the extraction factor correction, the performance of We Chat public platform is carried out by SPSS and AMOS user’s perception and cars 4S shop empirical analysis. Finally, user satisfaction and perception continued intention is to analyze the relationship between the expected and the Institute some empirical hypotheses.Through the empirical analysis, the paper had five outcomes :(1) Satisfaction has a significantly positive impact on continuance intention of 4S Auto shops We Chat public platform users;(2) Perceived Usefulness can positively affects the Satisfaction and continuance intention;(3) Perceived Service can positively affects the Satisfaction and continuance intention and Perceived Usefulness;(4)Subjective Norm can positively affects the Satisfaction and Continuance Intention;(5) Different user characteristics and 4S Auto shops We Chat public platform usage backgrounds result in the variance of different user perception.According to the findings of the seven recommendations 4S car shop marketing management and operation of public platform stated:(1) market segments to grasp the real needs of users;(2) to provide comprehensive information on 4S Auto shops to improve the platform to book and purchase functions;(3)beautify the interface and module design to enhance the user experience;(4) establish interactive feedback mechanism to create a micro community exchange platform;(5) ensure that push information quality quantity and time frequency and reduce the overall interference;(6) security user privacy property security to fully implement the commitments;(7) make full use of Moments to interact and make subjective norms have worked. |
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