高校微信公众号用户满意度影响因子研究——以华中师范大学为例

Impact Factors on User Satisfaction of We Chat Official Accounts in University——Taking Central China Normal University as an Example

研究高校微信公众号订阅用户数据,分析用户满意度影响因子,为改善用户体验,提高活跃度提供参考。构建一个综合模型,以高校学生为主要调查对象,采用结构方程模型对其影响因素进行量化分析。调查研究表明,高校微信公众号满意度影响因子有:感知有用性、感知易用性、感知娱乐性、信息感知质量性和高校微信公众号使用意愿。同时,高校微信公众号的使用意愿主要受到感知有用性、感知娱乐性与信息感知质量性三个因素的影响,而信息感知质量性发挥中介作用,联系和调节各种因素之间的关系。

The study of user subscription data of We Chat Official Accounts in university and the analysis of impact factor of user satisfaction provide reference for improving user experience and activity degree. To build a comprehensive model,by using structural equation model to analyze quantitatively its impact factor on the basis of college students. The research shows that the impact factors includes: perceived usefulness,perceived easy-using,perceived entertainment,information perceived quality,use intention of Wechat Official Accounts in university. At the same time,the willingness of Wechat Official Accounts is mainly influenced by three factors: perceived usefulness,perceived entertainment and information perceived quality which plays an intermediary role to contact and adjust various factors.