A Study On Users’ Motivation Model About Wechat Public Subscription

The mobile internet is changing our life habit, Wechat, as one of the representative of mobile internet, has gained great influence. With the increasing of the Wechat users, the Tencent company designed this platform to serve users, one of the services provided is Wechat public subscription. The main function of Wechat public subscription is to spread information and achieve economic value. The combination of information sharing and e-commerce to boost consumption and promote economic development is the new trend of the intelligent terminal software development. As a multi-functional platform, the motivation of users to choose Wechat public subscription are various. This paper based on the use and gratification theory、motivation theory、"5W model" theory and current research in and abroad, build a SEM about Wechat users’subscription motivation from three levels:media level、disseminator level and audiences level. Then use questionnaire and quantitative analysis to explore the influence of transmission efficiency、 diversity、convenience、awareness s content evaluation、information achievement、pressure relieve and contact to users’use motivation. Accerating the development of Wechat public subscription and provide suggestions for the operation strategies and directions of Wechat operator.The first part is introduction, includes research background and significance、current research status in home and broad、research method and technology roadmap、framework and innovations, mainly gives current introduction of the background and frame of the thesis.The second part is theories, mainly gives introduction of the Wechat public subscription and theories, includes the overview, development deficiency of Wechat public subscription and relevant theories. The third part is model and questionnaire design, builds a model via the theories and gets the data from users. The forth part is the data analysis, mainly uses spss19.0 to give descriptive statistical analysis、reliability analysis、validity analysis、correlation analysis and regression analysis. The fifth part mainly uses amos20.0 to build original model, modifies model and gets the final model. The sixth part is the conclusion and expectation.