Studies On The Influencing Factors Of User's Continued Use Will Of WeChat Public Platform

Along with the development of the Internet,tencent launched WeChat in 2011,was warmly welcomed by users,on this basis,the WeChat again launched WeChat public,combined with the current Internet users demand,through WeChat public,marketing and services,has become an indispensable means of operators.According to 2016 data show that the micro letter door number nearly 20 million public,which means that the use of the public,increasingly fierce competition,marketing and services for the public,the main body,therefore,to attract a large number of users,and can keep continuous use,is it have to face the challenge and test.As competition intensified,the development of the public,serious polarization,do well the public attention and use of user more and more,do less will lead to loss of user until no one concern,the mismanagement of the carriers is very bad,because it means that the risk of losing existing users will face.The decline of the user base will make it more difficult for operators to operate the public number,which will cause users to experience a decline in the public's experience and will not continue to pay attention to the public number.Therefore,in the current situation,it is the most important thing for operators to use the public number to improve the user's willingness to continue to use and keep the existing users.The main purpose of this study is to analyze the user use WeChat influence factors of the public,according to these factors,explore WeChat public,how to keep the user's activity,and makes the users are willing to continue to focus on and use.In this study,the influence factors of WeChat users were investigated from the perspective of users.First of all,the development of micro letter and micro letter public and characteristics were analyzed,and using the method of combining theory and practice of expectation confirmation theory,continuous use will theory and related literature,and habits,to provide theoretical basis for this study and the research direction;Secondly,on the basis of the expected to confirm model,combining with the characteristics of WeChat public number and user use WeChat public characteristic,increase the habits,subjective norm,perceived service quality,perceived interest,the influencing factors,and put forward the corresponding hypothesis and establish the model,design the questionnaire survey and the corresponding data analysis.Questionnaire survey was conducted on the basis of predecessors' research scale,using SPSS to analyze the reliability and validity,using AMOS software to structural equation model test data,and this article research conclusion.According to the results of the study,it can be seen that the user's expectation recognition has a positive impact on perceived usefulness,perceived interest and perceived service quality.Perceived usefulness,perceived interest and perceived service quality have a positive impact on users' satisfaction and.continuous use intention;Habit has a positive effect on the user's willingness to continue to use;The impact of subjective norm on the continued use of users is not significant.The jointing discusses and analyzes the results of this study,combined with the actual situation of operating WeChat public put forward relevant Suggestions,the public,should face up to their own positioning,when operating attaches great importance to the user experience of pleasure,to increase the interest,strengthening content construction and service quality,help operators to improve the users' willingness to continue to use,thus promotes WeChat public issue of operation and development.