微信小程序用户使用意愿研究

Research on the Users' Willingness of Using WeChat Mini Programs

微信小程序作为一款即速应用高调走红互联网圈,受到了广泛关注。论文在相关理论基础上,将技术接受模型应用到微信小程序用户使用意愿的研究上,引入感知娱乐性、转换成本、主观规范等变量,并通过结构方程模型进行检验,得出结论提出相应的建议,供小程序开发决策者参考。

As a fast-paced application, the WeChat mini program has been widely popularized in the internet circle, and has received extensive attention. Based on the relevant theories, the technology acceptance mode is applied to the research of the users＇ willingness of using WeChat mini program. The perceived entertainment, conversion costs, subjective norms and other variables are introduced. And through the structural equation mode to test, draw a conclusion and put forward the corresponding recommendations, so as to provide reference for the development decision maker of the mini program.