学术微信公众号用户持续使用意愿影响因素研究

Research on the Influential Factors of Users'Continuance Intention Towards Academic WeChat Public Account

[目的/意义]探讨学术微信公众号用户持续使用意愿的影响因素,期望促进学术微信公众号的健康和可持续发展。[方法/过程]基于期望确认模型(ECM)和PPM模型,构建了学术微信公众号用户持续使用意愿的影响因素模型,并通过问卷搜集300份有效样本数据,采用结构方程模型分析数据。[结果/结论]结果表明,用户对学术微信公众号的满意度是影响用户持续使用意愿的主要因素;感知有用性正向影响满意度,间接影响用户持续使用意愿;期望确认正向显著影响感知有用性和满意感,间接影响用户持续使用意愿。与此同时,感知娱乐、信息质量和服务质量正向显著影响期望确认,间接影响感知有用、满意度、持续使用意愿。此外,转换成本、替代者吸引对持续使用意愿影响不显著。最后提出了相应的建议。

[Purpose/Significance]To explore the influential factors of users'continuance intention towards Academic WeChat Public Account,and hope to promote the sustainable and healthy development of academic WeChat public account.[Method/Process]Based on the expectation confirmation model(ECM)and the PPM model,a model of influential factors of the users'continuance intention towards Academic WeChat Public Account was constructed.Collected 300 valid sample data through questionnaires,and used the structural equation model for data analysis.[Results/Conclusions]The results showed that user satisfaction with academic WeChat public account was the main factor that affects users'continuance intention;perceived usefulness positively affected satisfaction and indirectly affected users'continuance intention;Expectation confirmation positively affected perceived usefulness and satisfaction indirectly affect users'continuance intention.At the same time,perceived entertainment,information quality,and service quality were positively impacting expectations confirmation,and indirectly affecting perceived usefulness,satisfaction,and continuance intention.In addition,the impact of conversion costs and substitute attraction on continuance intention is not significant.