科普类微信公众号用户持续使用意愿的实证分析

Empirical Analysis of the Continuing Use Intention of Science Popularization WeChat Public Account Users

以科普类微信公众号用户为主要研究对象,以技术接受模型为基础,聚焦感知心理(感知有用性、感知易用性、感知娱乐性)、满意度、成本、外部环境、持续使用意愿等维度,构建用户对科普类微信公众号持续使用意愿模型,探究影响用户持续接受科普类微信公众号科学知识的重要因素。结果显示,控制性别、年龄、学历、人口等统计学变量后,感知心理、外部环境和满意度对用户的持续使用意愿均有显著正向影响;成本对用户持续使用科普类微信公众号没有预期的负向影响,但对研究结果具有一定的理论意义和实践意义。最后,根据假设检验分析结果,提出科普类微信公众号要以内容链接为基础,调整晦涩语言风格,增添科普信息呈现的娱乐性和趣味性,以符合当前社会传播话语体系进行信息传递,降低用户成本,适时调整运营思维,促进用户的持续使用行为转向。

Taking users of science popularization WeChat public account as the main research object,the TAM technology acceptance model was used to focus on the dimensions of perceived psychology(perceived usefulness,perceived ease of use,and perceived entertainment),satisfaction,cost,external environment,and willingness to continuously use,to construct a model of users'willingness to constantly use science popularization WeChat public account and to explore the important factors affecting users'willingness to use continuously.The results show that after controlling for gender,age,and education demographic variables,perceived psychology,external factors,and satisfaction have significant positive effects on users'willingness to continuously use;cost does not have the expected negative impact on users'continuous use of science popularization weibo,but it has certain theoretical and practical significance on the research results.Finally,according to the results of the hypothesis test analysis,it is proposed that science popularization WeChat public account should be based on content connection,simplify the obscure language style,add the entertainment and fun of science information presentation,conform to the current social communication discourse system for information transmission,reduce the cost of users,adjust the operation thinking at the right time,and promote the continuous use behavior of users to turn.