Research On The Influencing Factors Of User Participation Behavior Of Wechat Public Subscription Account

The We Chat public subscription account releases product information to users for marketing purposes.But without the participation of users,all efforts will be lost.If the We Chat public subscription account does not consider user participation and needs,then it will lose users.Therefore,this paper provides suggestions for how to better retain users and win more users by studying user participation behavior and the factors affecting the user participation behavior of We Chat public subscription account.This study takes We Chat public subscription users as the research object.Based on the review of relevant literatures at home and abroad,and the analysis of the uses and gratification theory and perceived risk theory,combined with the characteristics of We Chat public subscription account,it extracts some concepts which are as follows:information quality,information needs,social interaction needs,entertainment needs,privacy risks,economic and time risks,and experience.Next,the hypothetical relationships between these concepts and user participation behavior are proposed,and the theoretical model between the participation behavior and influencing factors of We Chat public subscription account users is proposed.This study uses snowball sampling method.The collected data are analyzed by SPSS20.0 and AMOS19.0 software.The research results are as follows:(1)information quality,social interaction needs,and entertainment needs are positively affecting the participation behavior of We Chat public subscription users;privacy risk,economic and time risks negatively affect the participation behavior of We Chat public subscription users;The information demand has no significant impact on the user's participation behavior;(2)the influence degree of each variable on the user's participation behavior is social communication demand,information quality,economic time risk,privacy risk and entertainment demand,in order from large to small.(3)there are significant differences between "factors affecting the participation behavior of We Chat public subscription account users" and "participation behavior" among users with different experience of We Chat public subscription accounts.The less experience of We Chat public subscription account,the greater the influence of each variable(information quality,social communication demand,entertainment demand)on user participation behavior.The more exper-ience of We Chat public subscription account,the greater the influence of variable(privacy risk,economic time risk)on user participation behavior.The research conclusions of this paper can further deepen the research on the influencing factors of the We Chat public account user participation behavior.What is more,it provides some suggestions for the better retention of users of the We Chat public subscription account:(1)Improve information quality and build brand features;(2)Improve the back-end system to better meet the needs of users' social interactions and retain new and old users;(3)Increase supervision and management to avoid user risks;(4)Maintain old and new users to prevent user loss.