The Effect Of User Perceived Value On Continuance Intention Of Wechat Public Platform

Since the WeChat public platform was on the line,more and more enterprises have began to use it to establish a connection with the users,and they have constantly innovated marketing and service models,at the same time,more and more scholars have launched the research on the platform.The current researches on WeChat public platform are mainly from its function,characteristics,development trend,influence factors and practical application.However,it is rare to study the continuance intention from the perspective of user psychology,and it is not comprehensive and in-depth,but is particularly important.Therefore,from the perspective of WeChat public platform user's perceived value,using the TAM theoretical model,based on the previous related researches of perceived value,attitude,attractiveness of alternative and continuance intention,using the empirical quantitative research method,to explore the relationship between the three dimensions of perceived value,the two dimensions of attitude and continuance intention,as well as studying alternative relationship between attractiveness of alternative,attitude and continuance intention.It can not only enrich the theory research,but providing the theoretical reference for the practice of enterprises,so that enterprises can pay attention to the WeChat public platform user's perceived value and attitude,and investigate the factors influencing the continuance intention,which are targeted to the platform operation and data-orienting customer relationship management.Based on the related studies of Technology acceptance model,attitude behavior intention relation theory,perceived value theory and switching barriers theory,the study put forward the model and hypotheses,and collected 328 samples of data through the questionnaire survey way.It used descriptive statistical analysis,reliability and validity analysis,correlation analysis and structural equation modeling analysis to verify the research hypothesis,and draw the following conclusions:Perceived value has a significant positive effect on continuance intention,and functional value has the greatest impact;Attitude plays a part of intermediary role between perceived value and continuance intention,and functional value has the greatest influence on cognitive attitude,and emotional value has the greatest influence on affective attitude and social values has the minimal impact;Affective attitude is greater than cognitive attitude on effect on continuance intention;Attractiveness of alternative plays a negative regulatory role between attitude and continuance intention.Based on the above conclusions,combined with the actual operation of enterprises,the study proposed the corresponding suggestions including continuous content marketing,deep operation of user relationships,comprehensive layout of community interaction,accurate insight into user data as a reference for enterprise platform operation.