Research On The College Students' Satisfaction Of University Official Wechat Public Number

With the gradual development of network construction,the media is changing.On the one hand,the original professional mass media,such as TV stations and newspapers,are undergoing media transformation and moving towards new media such as micro-blog and micro-letter.On the other hand,individuals and institutions in society have established their own media through micro-blog and micro-letter to carry out self-propaganda,and the media has changed from professionalism to amateurism.As a communication software which integrates chat,video,text and other functions,Wechat has been popular with young people since its launch in 2011,especially college students,Their application of Wechat is more common.The Wechat Public Number has been recognized by college students.Universities have launched their own Wechat Public Number and used it as the new positions of communication and propaganda.However,with the development of information technology in Colleges and universities,there are some problems in the content,form and user experience of University Wechat public numbers,which not only affect the use experience of teachers and students,but also affect the external image of universities.Based on the perspective of College students,this paper constructs the satisfaction model of official Wechat public numbers and determines the factors affecting the satisfaction of College students,so as to make suggestions for improving the service quality of official Wechat public in Colleges and universities.From the point of view of college students in Wuhan,based on ACSI and technology acceptance model,this paper establishes a satisfaction model and corresponding index system according to the characteristics of official Wechat public numbers in universities,and designs questionnaires according to the index system.The questionnaire was distributed to college students in Wuhan.After collecting sample data by combining sample random sampling with stratified sampling,the reliability and validity of the sample data were tested.Then,descriptive statistical analysis is made on the official survey data,and the service satisfaction score of official Wechat public numbers in Wuhan is determined by fuzzy comprehensive evaluation method.Finally,the structural equation model is established,and the path coefficients are obtained by Amos software,and the significant influencing factors of satisfaction and the degree of influencing factors on satisfaction are determined.Analysis shows that: Among the eight selected universities,the students of Huazhong University of Science and Technology are the most satisfied with the official Wechat Public Number and the students of ChangJiang institute of technology are the least satisfied.;The total score of service satisfaction of the official Wechat public number of Wuhan universities obtained by the method of fuzzy comprehensive evaluation is 72.96;Among the hypotheses of influencing factors of Wechat's public service satisfaction,usefulness and perceived quality of information have direct and positive effects on satisfaction,risk has direct and negative effects on satisfaction,and ease of use has indirect and positive effects on satisfaction.This paper suggests: Simplify the on-line working process,improve the efficiency of students;divide the modules according to their functions,simplify the use of methods;pay attention to update frequency,standardize the design of blocks and improve interaction;maintain the security of the system.