用户关注微信公众订阅号动机研究

Research on Motivation of Wechat Subscriptionsattract Users' Paying Attention

随着微信用户的不断增加,腾讯公司开发设计了为用户提供服务的微信公众平台,微信公众订阅号就是其中之一。本文在文献分析和问卷调查的基础上,对微信用户关注公众订阅号的动机从载体层面、媒体层面和用户层面3个角度来构建模型。再利用SPSS进行数据分析,以及利用结构方程模型软件AMOS进行模型的修正,最后得出网络用户关注微信公众订阅号动机的分析模型。为微信公众平台设计提供依据,为微信订阅号健康发展提供参考和建议。

Along with rising of the Wechat users. Tencent company empolder and designe WeChat public platform to ser- vice Wechat users. Wechat subscriptions is one kind of it. On the basis of document analysis and questionnaire. Building motiva- tion of Wechat subscriptions Users＇ paying attention model by carrier level, media level and user level. The data analyzed by SPSS software, and that model is corrected by AMOS. Finally, this research provides scientific basis of WeChat public platform em- polder and designe andProvide a reference for healthy development of theWeChat.