职业体育俱乐部微信公众号用户使用意愿研究

Research on the user’s willingness to use WeChat official account of professional sports clubs

为探索用户对职业体育俱乐部微信公众号使用意愿,基于扩展的技术接受模型,构建了用户使用意愿影响因素模型.对416名职业体育俱乐部微信公众号用户进行调查,结果发现1)感知易用性和感知有用性能够被感知服务质量和内容丰富度显著正向预测,感知有用性能够被网络外部性显著正向预测;2)感知有用性和使用意愿被感知易用性显著正向预测;3)用户使用意愿被感知娱乐性显著正向预测.结论为网络外部性、感知服务质量、内容丰富度、感知娱乐性是影响职业体育俱乐部微信公众号用户使用意愿的重要因素.

In order to explore the users’willingness to use the WeChat official accounts of professional sports club,based on the extended technology acceptance model,a model of influencing factors of users'willingness to use was constructed.A survey of 416 professional sports club WeChat official account users in this study.The results found that 1)Perceived service quality and content richness significantly and positively affect perceived ease of use and perceived usefulness;2)Perceived ease of use of professional sports club WeChat official account significantly and positively affect perceived usefulness and willingness to use;3)Perceived entertainment significantly and positively affect users'willingness to use.Research findings Network externality,perceived service quality,content richness,and perceived entertainment are important factors that affect the use intention of professional sports clubs'WeChat official account users.