科学传播公众号持续使用意愿的影响因素

Factors Influencing the Continuous-use Intention of WeChat Public Accounts of Science Communication

研究科学传播公众号的持续使用意愿及影响因素,对当前公众号在科学传播中走出发展困局有重要的理论价值和实践意义.研究融合技术接受模型、期望确认理论和社会影响理论,从用户感知的多个维度,提出科学传播公众号持续使用意愿的假设,并采用问卷数据、结构方程模型进行验证.结果表明:①感知易用性、感知有用性、感知趣味性和主观规范性对满意度和持续使用意愿有显著正向影响,其中感知趣味性对持续使用意愿的标准化路径系数为0.902,正相关性最强.②感知易用性对感知有用性的标准化路径系数为0.862,相关性显著,表明感知易用性可直接调节感知有用性.③满意度对持续使用意愿存在较大直接效应,用户满意度决定是否持续使用科学传播公众号.

Studying the continuous-use intention of WeChat public accounts of science communication and its influencing factors has important theoretical value and practical significance for the current WeChat public accounts of science communication in overcoming the development dilemma in science communication.This study combined the technology acceptance model,expectation confirmation theory,and social influence theory,and proposed the hypotheses of the continuous-use intention of WeChat public accounts of science communication from multiple dimensions of user perception.At the same time,this paper used questionnaire data,structural equation model,and factor analysis methods to verify them.The results showed that:①Perceived ease of use,perceived usefulness,perceived enjoyment,and subjective norm had significant positive effects on satisfaction and continuous-use intention,among which the standardized path coefficient of perceived enjoyment on continuous-use intention was 0.902,with the strongest positive correlation;②The standardized path coefficient of perceived ease of use to perceived usefulness was 0.862,with a significant correlation,indicating that perceived ease of use could directly regulate perceived usefulness;③Satisfaction had a large direct effect on continuous-use intention,and user satisfaction determined whether to continue to use the WeChat public accounts of science communication.