学术期刊微信公众平台用户持续关注行为研究

Research on Users’ Continuous Attention Behavior Towards WeChat Public Accounts of Academic Journals

为探究学术期刊微信公众平台用户持续关注行为的影响因素及其相互关系,文章在借鉴以往研究成果的基础上,结合技术接受模型和使用与满足理论构建概念模型并提出研究假设。通过问卷设计和调查进行实证研究,并基于Amos软件对结构方程模型进行评估和假设验证。结果表明:服务质量、内容差异正向影响用户的感知有用性;信息过载负向影响用户的感知有用性;而需求动机并不会影响用户的感知有用性,却直接影响用户的持续关注行为。在研究的基础上,提出优化学术期刊微信公众平台的相应措施。

In order to explore the influencing factors and their relationship of users’ continuous attention behavior towards WeChat public accounts of academic journals, this paper integrates the Technology Acceptance Model and the Use and Gratification Theory to construct a conceptual model and put forward the research hypotheses based on the previous research results. Through the questionnaire design and survey, the empirical research is carried out.The structural equation model is evaluated, and the hypotheses are verified based on the Amos software. The results show that the service quality and content difference affect users’ perceived usefulness positively, the information overload affects users’ perceived usefulness negatively, and the demand motivation does not affect users’ perceived usefulness, but directly affects users’ continuous attention behavior. Finally, the measures are put forward based on the research to optimize the WeChat public accounts of academic journals.