Research On The Influencing Factors Of Financial WeChat Official Account Users’ Adoption Behavior

With the prosperity of China’s financial market and the deepening of market-oriented reforms,there has been an increasing public interest in financial news.This has been accompanied by a rise in financial literacy and a growing demand for enhancing personal financial knowledge.As a result,the public’s approach to financial information has transitioned from passive acceptance to active demand.We Chat official accounts have emerged as a significant channel for users to access and understand financial information,improve their financial literacy,and promote financial behavior.However,the quality of financial information on We Chat official accounts can be unreliable,which has a significant impact on users’ access to and utilization of financial information.Consequently,it is of great theoretical and practical significance to investigate the means by which users of financial We Chat official accounts adopt financial information,the factors influencing users’ willingness to adopt financial information,and their adoption behavior.This study focuses on financial We Chat official accounts and examines their development history,categorization,custom menu settings,update frequency,originality,content presentation,and dissemination characteristics,as well as audience characteristics.Using a combination of in-depth interviews and survey questionnaires,this study constructs an influence factor model for user information adoption behavior on financial We Chat official accounts based on the Unified Theory of Acceptance and Use of Technology(UTAUT).Statistical software such as SPSS 26.0 and AMOS are used to verify the relationships between the various influencing factors.The study results demonstrate that performance expectation,trust,social influence,and information quality have significant positive effects on adoption willingness,whereas effort expectation,perceived threat,and perceived risk have no significant impact on adoption willingness.Adoption willingness has a significant positive effect on adoption behavior,while facilitating conditions have no significant impact on adoption behavior.Age,education,and gender have significant effects on both adoption willingness and adoption behavior.Finally,this study proposes several strategies,including "building a professional team and deepening professional content," "emphasizing brand building and allocating advertising resources reasonably," "supplying personalized content based on audience positioning," and "expanding dissemination platforms and enhancing social influence," in order to promote the development of financial We Chat official accounts from a practical perspective.