Enshi Instant Messaging Software User Adoption Behavior Research

The arrival of information era, all kinds of information products to appear in the view of consumers. Instant messaging software plays an indispensable role as one of the mos Instant messaging industry development make instant messaging software increase the species and amount, it provides users with more choices space, and information sources.d individual users using a variety of instant messaging software access to information, knowledge and intelligence,and help people communicate more easily. Instant messaging industry development make instant messaging software increase the species and amount, it provides users with more choices space and information sources. Instant messaging software user adoption behavior refers to how consumers more effectively according to their own needs to choose and use a instant messaging product resources for more information. Analysis of instant messaging software user adoption behavior to help manufacturers more effective according to the consumer demand for products and services, and help users better screening a fit with their preferences of instant messaging software. At present about the relevant technology of the instant messaging software, marketing research is common, but for user adoption behavior studies are limited in ethnic minority areas. Aiming at Enshi instant messaging software user groups, to conduct the thorough research to the user adoption behavior.At first, this article expounds the research significance of instant messaging software user adoption behavior in Enshi,from the research background of instant messaging software user adoption behavior.Then this article introduces in detail the previous research experiences and literature review about instant messaging software user adoption behavior, and the main research contents and basic methods.Then Then this paper expounds the theoretical basis of the instant messaging software user adoption behavior. Summarizes the current situation of instant messaging software industry throughout the country:The first, the market is expanding fast and the number of users is large;The second, Instant messaging software market is "dominance, governors regime" state;The third, policies and regulations is not perfect. At the same time the article analyzed the enshi instant messaging industry development significance and restricting factors. Through the form of questionnaire survey, The researcher handed out 400 questionnaires to enshi instant messaging software users or potential users,collecting and sorting data. Analysis the current situation of Instant messaging software user adoption behavior in Enshi. On this basis, i constructe Tencent QQ user adoption behavior research model,and analysis Enshi tencent QQ user adoption behavior from these influence factor: network externalities, perceived usefulness, perceived ease of use, perceived enjoyment, perceived risk, trust. Then i recycl questionnaire and sort data by SPSS statistical software and AMOS structural equation and analysis the test model assumptions. The research results show that network externalities, perceived usefulness, perceived ease of use, perceived risk, perceived factors and trust will affect the users' adoption behavior of tencent QQ software, and subjective norms are not obvious influence on Enshi tencent QQ user adoption behavior. Finally,i put forward suggestions to help enterprise marketing countermeasures of instant messaging software in Enshi based on the above research results,and summarize research results?limitations and prospects about instant messaging software user adoption behavior in Enshi.