Research On The Influencing Factors Of University WeChat Official Account User Satisfaction

At present,more than 2,000 universities in China have established their own official Wechat public.With the development of University work,the number of Wechat public in universities will continue to increase.However,the increase in the number does not represent the improvement of the operation quality of University WeChat public.Only by continuously improving the user satisfaction of University WeChat public,can we promote the operation and development of University WeChat public better.At present,there are still many problems in University WeChat public numbers.Faced with the current situation,only by paying attention to the key factors affecting the users' satisfaction of University WeChat public,upgrading operation strategies and improving user experience,can we obtain higher recognition from users in terms of operation quality and further promote the continuous development of University WeChat public.This paper combines information system success theory,user satisfaction theory and planned behavior theory to construct a model of influencing factors of satisfaction for University WeChat public.Taking the University WeChat public of Heilongjiang University as the research object,and through the hypothesis verification of the model,we hope that we can not only obtain the key factors affecting user satisfaction.The results show that information quality,system quality,service quality,subjective norms and user trust have significant impact on user satisfaction,while security privacy has no significant impact on user satisfaction.Finally,this paper summarizes and analyses the results of the model,and puts forward relevant operational suggestions and research deficiencies.