A Study On Factors Influencing Participation And Sharing Behaviors Of WeChat Official Accounts Users From College Students In Chengdu

Since the birth of WeChat in 2011,the amount of daily active users has reached 902 million,making it an indispensable communication tool in people's lives.Based on a large user base,WeChat launched the WeChat Official Account function in August 2012.By September 2017,the number of active WeChat Official Account has reached 3.5 million.With its unique advantages of platform and multimedia distribution methods,the WeChat Official Account has changed the way and habits of its users to obtain information.As one of the ways of mobile phone reading,the WeChat Official Account has become an important channel for people to obtain information.The data shows that the mobile phone reading contact rate of the group of 18-29 years old is as high as 92.8%.Therefore,this study selects university student users as the research object,which is representative.By understanding the use behavior and influencing factors of college students in Chengdu,the operators of WeChat Official Account can provide users with more appropriate content and services,which helps the formulation of their communication strategies and bring about better development.This article takes the college students from four universities in Chengdu as a sample,and has fully analyzed the previous researches on the WeChat Official Account.Based on the development status of the WeChat Official Account,it has established a larger number of communication subjects,richer communication content,more accurate transmission methods,and dissemination.The carrier has four more characteristics.Based on this,the use hypothesis of the use and gratifications theory is put forward to establish the user participation and sharing behavior model.It is used to explore the participation and sharing use behaviors and influencing factors of the college student WeChat Official Account users in Chengdu.To make the research,this paper takes the questionnaire survey method on the basis of the previous research scale.The SPSS software is used to analyze the survey data,and the proposed hypothesis is verified and the model is revised.Finally,combined with the empirical results of the questionnaire,the research object was selected to conduct in-depth interviews,and the factors influencing the participation and sharing behavior of users of the WeChat Official Account of Chengdu University Students were further explored,and related theories were analyzed.According to the above research,among the factors affecting the participation and sharing behaviors of college students of WeChat Official Account in Chengdu,there is a positive correlation between content perceived quality,rich sources of information,media salience and demand satisfaction,and users' participation and sharing behavior.The author also found innovatively that user's participation and sharing can reversely affect the user's demand satisfaction factors,and a positive interaction can be formed between the two.Finally,based on the research results,the paper summarizes the participation and sharing of Chengdu university students' users and their influencing factors based on the research results,and proposes relevant suggestions and strategies to the WeChat Official Account operators to help the future development and operation of WeChat Official Account.