A Study On Users' Continuance Usage Intention Of Recruitment WeChat Public Platform

The development of the Internet,especially the development of the mobile Internet,has changed the way people learn,live and work.WeChat is one of the main products of the rapid development of mobile Internet and is a typical representative of social media."2016 WeChat Data Report" shows that the amount of WeChat daily active users has reached 768 million,that is greater than half of China's total population,which means that every day there is one for every two person is using WeChat.The huge user scale has stimulated a large number of applications based on it,including WeChat recruitment which is a new pattern of human resource management based on WeChat platform.As talent competition is becoming increasingly fierce today,WeChat gathers the new generation of job seekers and provide a large number of target talents for the recruitment of enterprises.At the same time,the platform itself also helps to promote the communication between job seekers and recruiters,which is conductive to job seekers to fully understand the information about the company and position and help enterprises understand the characteristics of job seekers that greatly reduces the information asymmetry.As a mobile and social method,WeChat recruitment has many unique advantages.Based on large numbers of literature and related materials,this paper combs the current research situation of WeChat recruitment and social recruitment at home and abroad,and summarizes the characteristics and mode of WeChat recruitment.Continuance intention is considered as the performance of WeChat recruitment effectiveness,so this paper summarizes the main factors that affect the effectiveness and constructs the theoretical structural model based on ECM-ISC and the theory about human resource management.Then according to the data that is collected through a questionnaire,we analyze the current situation of WeChat recruitment use and then try to verify the theoretical model.The result shows that:(1)At present,job seekers are more satisfied with the effect of WeChat recruitment,and the large scale and Internet companies are their most concerned enterprises.Usually,they subscribe the WeChat public platform through the propaganda in companies' other recruitment activities.(2)Both recruitment information and company publicity are the requirement of job seekers,especially the former.(3)Satisfaction,Perceived Usefulness,Perceived Convenience and user Habits are the direct factors that affect the WeChat recruitment Continuance Intention,while Perceived Usefulness also has a significant positive impact on Satisfaction.And Perceived Usefulness is influenced by the expectation Confirmation,Corporate Image,Recruitment Information Quality,Recruitment Service Quality and the Platform Design Features,in which the impact of Confirmation and Platform Design Features is greater.In addition,another important factor,Perceived Enjoyment,has an indirect impact on Continuance Intention mainly through influencing Satisfaction.Based on the conclusion,we put forward some pertinent suggestions and discuss the possible research direction in the future at the end of the paper,which may provide theoretical and practical guidance for WeChat recruitment.