移动端到PC端的微信跨渠道使用行为研究

Study on WeChat Cross-channel Use from Mobile Device to PC

[目的/意义]探究微信用户从移动端到PC端的跨渠道使用行为影响因素,丰富多渠道环境下用户渠道扩展行为研究,为相关企业更好地发挥多渠道优势提升服务品质提供参考和建议。[研究设计/方法]通过日记研究追踪30位用户三天内不同渠道的微信使用情况,发现微信用户从移动端到PC端的跨渠道使用行为与使用情景和感知差异的关系;构建使用情景、感知差异、感知整体性以及使用意愿的结构方程模型,探索微信用户从移动端向PC端扩展的内在机理。[结论/发现]多渠道环境下,使用情景、感知差异和感知整体性都显著影响微信跨渠道使用,其中使用情景通过感知差异发挥作用,感知差异比感知整体性更为强烈,且性能差异和硬件差异是感知差异四个维度中影响力较强的两个。[创新/价值]同时从探索性角度和验证性角度对微信用户从移动渠道扩展到PC渠道的影响因素展开研究,可为之后的研究提供方法借鉴。

[Purpose/Significance]This paper aims to enrich the research on users’channel extension behavior in multichannel environment by exploring the impact factor of users’cross-channel usage behavior from mobile device to PC in the use of WeChat.It intends to provide reference and suggestions for relevant enterprises to make better use of the multi-channel advantages and improve their service quality.[Design/Methodology]A diary study was conducted to track 30 users’WeChat usage through various channels within 3days.We explored the relationship between WeChat use from mobile device to PC and the usage contexts and perceived differences.We also developed a structural equation model of usage contexts,perceived differences,perceived entitativity and usage intention to explore the internal mechanism of WeChat usage extending from mobile device to PC.[Findings/Conclusion]In multi-channel environment,the cross-channel usage behavior of WeChat is significantly affected by usage contexts,perceived differences and perceived entitativity.Among them,usage contexts perform its function through perceived differences,and the effect of perceived differences is stronger than that of perceived entitativity.In addition,performance difference and hardware difference have stronger impact than the other two elements of perceived differences.[Originality/Value]This paper studies the influencial factors of WeChat usage extension from mobile device to PC both from exploratory and confirmatory perspectives,which could provide methodological reference for the further research.