Research On The Influencing Factors Of The Instant Messaging Software Using Behavior Of College Students

With the development of mobile Internet,mobile instant messaging software has been widely used,especially in college students.However,after rapid growth,its development gradually became stable.Nowadays how to attract new users and retain the original users has become a serious problem that must solve for instant messaging software development,but there is still a lack of comprehensive and systematic study about the above issues.Therefore,this paper believes the use of feedback of college students as the representative users of the communication software have a very important guiding role on the research about exploring influencing factors.related research found that UTAUT has integrated many models in the information acceptance field and explains the high degree of user acceptance behavior,which has insufficient consideration of social factors.Based on the above background,this paper constructs the model of the use of instant messaging software based on the UTAUT2 model and social impact theory.This paper uses online and offline questionnaire to collect data taking college students as research group and analyses data using the method of structural equation to obtain conclusion: influencing factors include performance expectancy,facilitating conditions,price value,habit and social influence among which group norms are the most important in social factors;the effect of enjoyment motivation and effort expectation on intention is not obvious.The above conclusions ind icate that college students hope to achieve the goal of daily communication and social interaction in a more convenient condition.On the one hand,the research extends the application scenarios of UTAUT2,which is helpful to enrich and develop it in the new environment;on the other hand,it can provide guidance for the follow-up operation and development of IM software.