高校学生微信平台学术公众号采纳意愿影响因素研究

Factors influencing adoption willingness of WeChat platform academic public account in college and university undergraduates

目的:以技术接受模型和信息系统成功模型为基础构建研究模型,对高等院校在校大学生微信平台学术公众号采纳意愿的影响因素进行研究。方法:采用网络问卷调查北京中医药大学在校大学生微信平台学术公众号采纳意愿的影响因素,利用最小二乘结构方程对模型进行验证,分析各个因素对高校学生微信平台学术公众号采纳意愿的影响。结果:用户习惯、感知易用性、创新性、社会影响、系统质量对高校学生微信平台学术公众号采纳意愿有显著正向影响,感知有用性和信息质量对采纳意愿没有显著影响。结论:通过对高校学生微信平台学术公众号采纳意愿影响因素的深入分析,可为平台的服务提供方和运营商提高平台服务质量和提升用户体验提供参考。

Objective To study the factors influencing adoption willingness of WeChat platform academic public account in college and university undergraduates by establishing a research model based on technology acceptance model and information system success model. Methods The factors influencing adoption willingness of WeChat platform academic public account in undergraduates of Beijing University of Traditional Chinese Medicine were investigated with questionnaire through network. The research model was verified with the least square structural equation.The influence of different factors on adoption willingness of WeChat platform academic public account in college and university undergraduates was analyzed. Results User’s habits,perceived easiness,innovativeness,social influence and system quality had influence while perceived usefulness and information quality had no influence on adoption willingness of WeChat platform academic public account in college and university undergraduates. Conclusion Adoption willingness analysis of WeChat platform academic public account in college and university undergraduates can provide reference for the platform service providers and operators to improve their platform service level and their user’s experience.