The Empirical Research On User's Acceptance Behavior Of Health WeChat Official Accounts

With the rapid development of social media represented by WeChat,the emergence of health WeChat official account,a new type of health communication,not only impacted the survival status of traditional health media,but also brought new opportunities to health communication.However,there are few papers on health WeChat public numbers in health communication circle at present.In this paper,the author study users' acceptance behavior and it's influencing factors to offer consideration to health WeChat official accounts.This paper combed the domestic and foreign scholars' relevant research on health communication and found that the effect of mass communication is an important research focus,but most papers didn't use empirical research method.Based on the related research on health communication,health WeChat official accounts and users' acceptance field,this study introduces Health Belief Model and puts forward the integrated model of user's acceptance behavior of health WeChat Official accounts.After referring to the mature scale of the user's acceptance behavior and the characteristics of health WeChat official accounts.This paper proposes eight variables to measure user's acceptance behavior and designs the corresponding questionnaire,and analyze the collected data to find out the relationship between each variable and test assumptions.In the aspect of data analysis,this paper uses SPSS software to analyze the reliability and validity.And on the basis of good conclusion,descriptive analysis,correlation analysis,regression analysis and variance analysis are carried out.The final hypothesis test shows that PU?PEU?SM?PSI and SE have a positive effect on the AT;PCA has a negative impact on the AT;PEU and SM have a positive effect on PU;PU and AT have a positive effect on BI.But the influence of user's gender,age,education,occupation,income on the IF,the UI and BI are not significant.Based on the above research results,this paper suggests three angles to study the operation of health WeChat official accounts.