Empirical Study Of Influencing Factors On Enterprise Public Platform Of Wechat Cotinuance Based On User Behavior Perspective

In recent years,with the rapid development of mobile social media,3G,4G mobile phone network have been widely popular.The influence of mobile social media,represented by the public platform of We Chat,is growing.In view of the low cost,strong interaction,simple operation and full-featured features of the public platform of We Chat,more and more enterprises use the rich and flexible media channels of the public platform of We Chat to carry out customer relationship management,tap potential customers,expand marketing channel.At the same time,the study of the continued use of the public platform of We Chat is attracting the attention of scholars.This article will use empirical research methods to develop the relevant research of influencing factors on enterprise’s public platform of Wechat contunuance based on user behavior perspective.First,this paper studies the relevant theories and research results of information system adoption and sustainable use through the reading of literature in this field both at home and abroad.With drawing on the more mature research on perceived risk,expectation and satisfaction theory in marketing field and combining the information system success model and the expectation satisfaction model,this paper put forward the research model of the influence factors of the constant use of the public platform of We Chat with the subjective norms and perception of security variables.Second,this paper is based on the classical research scale at home and abroad,Combined with the characteristics of the platform,formed the final scale of this article and the questionnaire.The questionnaire was collected by online and collected in two forms,and 455 valid questionnaires were received to meet the requirements of the questionnaire.After the preliminary analysis of the data,the structural equation modeling method is used to verify the proposed model,and the results are well supported by the data.Finally,this paper concludes that,the information content factors(usefulness,timeliness,professional)、the platform function factors(usability,interaction,broadcast)and the perceived safety factor affect the user’s satisfaction through expectation confirmation,and then affect the constant use.The factors of information content and the rules of supervisor directly affect the sustainable use of users.Through the research on influencing factors on enterprise’s public platform of Wechat cotinuance,provide theoretical reference and recommendations for enterprises on how to make full use of the advantages of We Chat public number to enhance the user sticky,strengthen customer groups,open up the market space.