Research On Influencing Factors Of Users' Continuance Usage Intention Toward Game-type WeChat Mini Program

With the development of Internet technology,Tencent launched wechat in January 2011.In January 2017,Tencent launched wechat applet on the basis of wechat.On December 28,2017,Tencent launched the wechat app "jump".It is a social network game that can be opened directly through wechat and is easy to learn.A few months later,Tencent officially opened its wechat applet game class to the public on April 4,2018.With the development of game wechat applets,the number of game wechat applets is increasing,and the total number of users is also increasing,but the problem of "low retention rate of users" has emerged.Therefore,at this stage,to improve the retention rate of game wechat applet users is a key problem that developers and operators need to solve.To solve the problem of user retention rate is actually to solve the problem of continuous use of users.In this study,we use empirical research methods to explore the influencing factors of the intention of the game wechat app users to continue to use.Firstly,on the basis of literature research,the relevant concepts and characteristics of game-type We Chat applets are analyzed,and the relevant research results of domestic and foreign scholars on the willingness to continue using game-type We Chat applets are discussed.Then,the technology acceptance model(TAM),value-based adoption model(VAM),social interaction theory,innovation diffusion theory and in-depth interviews are synthesized.Results,after the characteristics of game-type We Chat applet,four variables,including perceived ease of use,perceived entertainment,perceived social interaction and relative advantages,are added to the information system continuous use model.A theoretical model of users' continuous use intention for game-type We Chat applet is established,and relevant hypotheses are put forward.Then,a questionnaire is designed based on previous research scales.Pre-survey,reliability analysis and exploratory factor analysis using SPSS24.0software at the same time,according to the analysis results,modify the initial questionnaire,form a formal questionnaire and send out the questionnaire,collect the answers and pre-process the answer data.Finally,use SPSS24.0 software to make descriptive statistical analysis and reliability analysis of the formal questionnaire data,use AMOS24.0 software The validation factor analysis and structural equation model test were carried out,and the results of this study were obtained.It can be seen from the research results of this study that,in addition to the relevant assumptions of the basic information system continuous use model being verified in this study,perceived ease of use and perceived entertainment have a significant positive impact on user satisfaction and intention to continue to use;perceived social interaction and comparative advantage have a significant positive impact on user satisfaction;perceived ease of use and perceived Entertainment and perceived social interaction have a significant positive impact on perceived usefulness,while the hypothesis that comparative advantage has a significant positive impact on users' willingness to continue to use is not true.In the last chapter of this paper,the above research results are analyzed and discussed in detail.At the same time,some development and operation suggestions are put forward to game wechat applet developers and operators from the actual situation,in order to help developers and operators improve the retention rate of game wechat applet users,so that game wechat applet can be better developed.