互联网技术的发展使用户与用户之间、企业与用户之间的沟通变的越来越便捷与及

时,新的商业营销模式和客户关系让企业与客户之间产生了新的问题,而web2.0时代的

到来对这一趋势又有了新的促进。随着主导营销的价值逻辑的转变,从商品主导逻辑到

服务主导逻辑的演变,给企业与消费者之间的关系带来了革新。服务主导逻辑认为企业

与消费者之间是通过价值共创来实现双贏。用户需求的多样化也给企业的商业活动带来

新的挑战。

本文主要研究微信用户参与态度影响因素。首先,本文分析了微信的特点与发展现

状。然后,通过阅读文献,回顾了技术接受模型。最终,本研究借鉴技术接受模型的核

心框架,并结合实际增加了网络外部性、感知娱乐性,并通过合理的理论推理,得出本文

的理论模型和假设。在参照学者们对这些变量的测量量表的基础上,开发出了适合本研

究的量表。通过网络平台发送调查问卷,回收数据。对回收的问卷进行SPSS及AMOS

统计分析。研究表明,感知有用性、感知易用性、感知娱乐性、感知经济性等因素都会

影响到用户的微信参与态度。最后,总结本文的研究结论,对微信的良性发展给出合理

建议。

关键词:微信;用户参与;影响因素;技术接受模型

The analysis of influencing factors in

WeChat user participation attitudes

Abstrack

Development of Internet technology makes between users, communication between

companies and users become more and more convenient and timely, new business models and

customer relationship marketing between businesses and their customers so that created a new

problem,and web2.0 times arrival this trend has a new promotion. With the value of the

dominant logic of marketing shift from goods dominant logic led to the evolution of the

service logic, the relationship between businesses and consumers to bring the innovation.

Service dominant logic to think through the value of creating a win-win situation between

businesses and consumers. Diverse user needs but also to the business activities of enterprises

bring new challenges.

This paper studies the weChat user participation factors. First, this paper analyzes the

characteristics and development status of weChat. Then, by reading literature, reviewed the

technology acceptance model. Ultimately, this study draw core framework technology

acceptance model,combined with the actual increase of network externalities, perceived fun,

and by reasonable inference theory, theoretical models and assumptions derived in this paper.

On the basis of reference for scholars of these variables on tiie measurement scale, developed

a scale suitable for the present study. Questionnaire sent through the network platform, the

recovery data. The questionnaires were recovered SPSS and AMOS statistical analysis.

Research shows that perceived usefulness, perceived ease of use,perceived interest will affect

the participation of weChat users. Finally, the summary of the study's conclusions, on the

healthy development of weChat gives a reasonable proposal.

Keywords: WeChat; user involvement; influence factors; technology acceptance model