A Study On The Influencing Factors Of SMES Adoption Behavior Of WeChat Official Accounts

In the information age,the use of information technology has become an issue that every company cannot avoid.How can enterprises more effectively use information technology and how to implement information strategy more smoothly has always been a hot topic in the field of social science research.Information management and information systems have also become important research directions for interdisciplinary studies.Under this context,this paper takes the SMES adoption of WeChat official account as the specific research object,and builds a research framework with the help of the existing theories and research results in the field of natural sciences and social sciences.Literature review,basic theory,and empirical research methods are used to explore the main factors that affecting the SMES adoption behavior of WeChat official accounts.This article first reviews the current research status about the adoption of information technology and WeChat official account,and then summarizes the basic theoretical models about the adoption of information technologies at individual and organizational levels,then UTAUT was selected as the theoretical basis of this study.Combined with the research of existing scholars,the research model of this paper was established.The model includes seven variables,performance expectations,effort expectations,Community impact,Contributing factors,Managerial Innovation.,the adoption willingness of WeChat official accounts,and the adoption behavior of WeChat official accounts.Based on this model,an effective questionnaire survey was conducted around 174 companies in Yangzhou.Through the analysis of the data,we have knew the influencing factors.The results indicate that performance expectations,effort expectations,Community impact and Contributing factors have a significant effect on the adoption willingness.The adoption willingness of WeChat official accounts has effects between performance expectations,effort expectations and the adoption behavior of WeChat official accounts.The Community impact has no significant effect on the adoption behavior.The managerial innovation has a moderating effect between the willingness of adoption and adoption behavior.Based on the above research results,this study provides some reasonable suggestions for SMES to well adopt and use the WeChat official accounts,and provides practical reference for SMES to effectively carry out information construction,information system adoption and management.