基于因子分析的服务企业员工微信使用行为模式研究

Research on the Behavior Pattern of WeChat Usage in Service Enterprises Based on Factor Analysis

智能手机的高使用率使大众淹没在网络化的社群中,移动社交网络与即时通讯工具日益成为企业员工工作和社交的重要手段。由于服务产品的特殊性及服务管理和营销工作的复杂性,服务型企业对成本低、传播功能丰富的即时通讯工具(微信)的依赖度日益提高。文章以酒店为研究对象,通过问卷调查和因子分析,探究企业员工的微信使用行为模式。研究发现,酒店员工的微信使用行为主要集中在挖掘维系新老客户、解决工作难题、企业认同营销推广、协调传递工作任务、同事间非工作社交这五个方面。

The high usage rate of smartphones has drowned the public in a networked community. Mobile social networks and instant messaging tools have increasingly become an important way for employees to work and socialize. Due to the par- ticularity of service products and the complexity of service management and marketing,service-oriented enterprises are increasingly dependent on low-cost,dissemination-rich instant messaging tools(WeChat).This study took the hotel as the re- search object,and through the questionnaire survey and factor analysis,explored the WeChat usage behavior pattern of the employees.The study found that the use of WeChat by hotel staff is mainly focused on maintaining new and old customers, solving work problems,marketing promotion,coordinating and delivering tasks,and non-work social interaction among colleagues.