随着信息技术的发展，我们的世界正在变的越来越小，智能设备和移动网络的完善 使得社交媒体普及开来。微信自2011年推出以来，在众多移动社交应用软件中脱颖而 出，成为了国内最受欢迎的社交软件，截止2019年底微信月活跃用户超过11亿。时至 今日，微信已经成为国内第一大移动即时通讯社交软件，在用户规模和商业能力方面都 有着其他社交产品无法匹敌的竞争优势。随着技术的成熟和用户群体的不断增长，用户 的社交需求逐渐趋于个性化、多样化、开放化，而现有的社交产品无法满足人们多样化 的社交需求。微信平台信息冗杂和商业营销风气过重等问题，严重影响其自身的用户体 验。此外，关于使用微信负面问题的研究也值得引起社会各界的关注，对微信用户的持 续使用行为和用户粘性的研究也显得尤为重要。 本论文以使用满足理论和沉浸理论为基础，通过对用户体验理论、使用满足理论、 沉浸理论以及国内外持续使用行为相关文献的梳理，在此基础上深入分析各变量之间的 逻辑关系，并逐一提出假设，从而构建出大学生对微信形成使用粘性的作用机理模型。 然后在参考前人相关研究的成熟量表基础上设计出调查问卷，对一手数据进行收集。采 用SPSS17.0和AMOS17.0软件对调查问卷收集的5647份样本数据进行统计分析和结构 方程模型分析，运用SPSS进行了信度检验、效度检验和相关分析，运用AMOS17.0对模 型进行了拟合分析，验证了模型的合理性。通过进行实证研究分析，阐述了微信的用户 体验如何影响用户持续使用意愿和用户粘性的作用机理。以此深入剖析大学生用户的微 信使用心理和使用行为，为引导大学生健康、理性地利用微信提供一定的参考和依据。 研究结果表明：微信大学生用户的功利体验、享乐体验和社交体验均正向影响感知 收益；功利体验、享乐体验和社交体验均正向影响精力聚焦；感知收益正向影响持续使 用意愿；精力聚焦正向影响感知收益、持续使用意愿和用户粘性；持续使用意愿正向影 响用户粘性。根据前文研究结果，分别站在学校和微信供应商两个角度，针对引导大学 生合理使用微信提出了相应对策和解决思路。 关键词：大学生，微信，持续使用意愿，沉浸理论，用户体验 II Abstract Withthedevelopmentofinformationtechnology,ourworldisgettingsmallerand smaller,andtheimprovementofsmartdevicesandmobilenetworksmakessocialmedia popular.Sinceitslaunchin2011,WeChathadstoodoutamongmanymobilesocial applicationsandbecomethemostpopularsocialsoftwareinChina.Withmorethan1.1 billionactiveusersbytheendof2019，WeChathadbecomethelargestmobileinstant messagingsocialsoftwareinChinabyvirtueofcompetitiveadvantageintermsofuserscale andbusinessabilitycomparedtoothersocialproducts.Withthematurityoftechnologyand thecontinuousgrowthofusergroups,users'socialneedsgraduallytendtobepersonalized, diversifiedandopen,however,theexistingsocialproductscannotmeetpeople'sdiversified socialneeds.Inaddition,WeChatplatformmightnegativelyaffecttheirownuserexperience becauseofitsreductantinformationandheavybusinessmarketingatmosphere.Therefore,the researchonthenegativeproblemsofusingWeChatarealsoworthyofgettingattentionfrom allwalksoflife,andtheresearchonthecontinuoususebehavioranduserstickinessof WeChatareparticularlyimportant. OnthebasisofUsesandGratificationstheoryandFlowtheory,thispaperreviewed relatedliteraturesandexploredtheuserstickinessmechanismofWeChatincollegestudents byanalyzingthelogicalrelationshipamonguserexperience,UsesandGratificationstheory, Flowtheoryandcontinuanceusingbehavior.Aspecialquestionnairewasdesignedforthis researchinreferencetotheacknowledgedquestionnairefrompreviousstudy.Atotalof5647 sampleswereanalyzedwithSPSS17.0andAMOS17.0.TheSPSSwasusedforreliabilitytest, validitytestandcorrelationanalysis,theAMOS17.0wasusedtotestmodelfittingand rationalityofthemodel.Throughempiricalresearchandanalysis,thispaperexpoundedthe mechanismthathowtheuserexperienceofWeChataffectsthecontinuoususingintention anduserstickiness.Finally,anin-depthanalysisonpsychologyandbehaviorofusing WeChatincollegestudentsprovidedcertaintheoryreferenceandbasisforguidingthemto useWeChathealthyandrationally. Thisresearchshowedthattheutilitarianexperience,hedonicexperienceandsocial experienceofcollegestudentsinusingWeChatallpositivelyaffectedtheperceivedbenefits. Utilitarianexperience,hedonicexperienceandsocialexperienceallpositivelyaffectedenergy focus.Theperceivedbenefitpositivelyaffectedthecontinuoususeintention;Energyfocus positivelyaffectedperceivedbenefits,continuoususeintentionanduserengagement. Continuoususeintentionpositivelyaffectsuserengagement.Accordingtoourresults,this paperproposedcorrespondingcountermeasuresandsolutionstoguidecollegestudentstouse WeChatreasonablyfromtheseparateperspectivesofschoolsandWeChatsuppliers. Keywords:collegestudents,WeChat,continuoususeintention,flowtheory,userexperience III 目录 摘要...........................................................................................................................................I Abstract...................................................................................................................................II 第1章绪论.............................................................................................................................1 1.1研究背景..........................................................................................................................1 1.2研究意义..........................................................................................................................2 1.3研究内容..........................................................................................................................3 1.4论文的主要创新点..........................................................................................................4 1.5论文的研究方法与技术路线..........................................................................................5 1.5.1研究方法..................................................................................................................5 1.5.2技术路线..................................................................................................................6 第2章文献综述.......................................................................................................................7 2.1用户体验理论..................................................................................................................7 2.2使用满足理论..................................................................................................................8 2.3沉浸理论..........................................................................................................................8 2.4持续使用行为研究现状..................................................................................................9 2.4.1国外持续使用行为研究现状..................................................................................9 2.4.2国内持续使用行为研究现状................................................................................11 第3章研究假设与理论模型.................................................................................................12 3.1研究假设........................................................................................................................12 3.1.1用户体验与感知收益............................................................................................12 3.1.1.1功利体验与感知收益........................................................................................12 3.1.1.2享乐体验与感知收益........................................................................................12 3.1.1.3社交体验与感知收益........................................................................................13 3.1.2用户体验与精力聚焦............................................................................................13 3.1.3感知收益与持续使用意愿....................................................................................14 3.1.4精力聚焦与感知收益............................................................................................14 3.1.5精力聚焦与持续使用意愿....................................................................................15 3.1.6精力聚焦与用户粘性............................................................................................15 3.1.7持续使用意愿与用户粘性.................................................................