微信用户满意度影响因素模型及实证研究

An Empirical Study on the Influencing Factors of User Satisfaction for WeChat

随着移动互联网的发展,微信、移动QQ等大量手机软件应运而生,将传统的顾客满意度研究扩展到移动互联网领域是大势所趋。在TAM扩展模型的基础上,结合微信的特点,纳入媒介丰富度、社会临场感和社会影响的因素,构建了微信用户满意度影响因素理论模型。通过问卷调查的方法收集数据,采用结构方程模型对模型进行检验,研究结果对微信开发商和运营商改进产品、提高用户满意度和增强用户忠诚度具有一定的指导意义。

With the development of mobile Intemet, a large amount of mobile software such as WeChat and mobile QQ arises. It is a trend to expand the traditional customer satisfaction research in the field of mobile Interact. Based on the extended TAM, this paper con- structs a theoretical user satisfaction model for WeChat by integrating variables of Media Richness, Social Presence and Social Influence. A questionnaire survey was conducted to collect the data and the structural equation modeling （SEM） technique was employed to examine the research model. The result of this study provides guidance to developers and operators of WeChat on how to improve their product and enhance user satisfaction and loyalty.